If your decisions (where to buy and what medium of exchange) is ideology driven than number driven then, of course, it is a different issue. If you think some companies use slave labour from the middle east, you can factor that as well (like, what you said about Bitrefill).

But for me, it is usually a number driven decision (a poor man cannot be bothered too much with ideology) and in that sense, if a website is charging me big markups just so that I can pay with Sats, that turns me off. If, on the other hand, they take my Sats at a fair rate (in comparison to other merchants selling the same product), that is all I ask for, irrespective of whether they support shitcoins like USD.

I suspect the eco-system needs to reach a critical mass where even Bitcoin accepting merchants have to compete fiercely for my Sats. Right now, as it stands, there are so few such merchants, they enjoy an oligopoly or near monopoly among customers who want to use Bitcoin as the MoE. And that prevents customers like me from using Bitcoin as an MoE, falling back on the HODL idea. It may be the case that capital gains tax in most countries play a part in it as well, complicating accounting and discouraging MoE purpose.