Think of the contravariant functor sending a non-unital commutative Banach algebra to its character space
$$F : \mathcal A^{\text{op}} \to \operatorname{LCHaus}, A \mapsto \hat A; f^{\text{op}} : A \to B \mapsto \cdot \circ f : \hat A \to \hat B $$
What are the "right" morphisms in $\mathcal A$? Characters need to be non-zero. This disqualifies some of the the typical, say, short (i.e. norm-decreasing) algebra morphisms. To ensure that $\tau\circ f$ is always a character we may want to insist that $f$ is surjective. But I'm not sure that's the best choice we have.