Motley Fool senior editor Anand Chokkavelu says that if you're going to invest in the credit card industry, you'd do well to look beneath the surface. While Visa (NYSE: V) and MasterCard (NYSE: MA) are obvious and ubiquitous, and American Express (NYSE: AXP) enjoys a brand-name premium, the laggard Discover (NYSE: DFS) might have the most room to run. Wall Street's not watching Discover, which could mean opportunity for Foolish investors. When it comes to the risk-reward equation, will it pay to bet on the dark horse?

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Anand Chokkavelu owns no shares of any companies mentioned. American Express and Discover Financial Services are Motley Fool Inside Value recommendations. The Fool has a disclosure policy.