There is a forced dichotomy when dealing with online or electronic payments from the merchant's perspective. If you don't accept payments via the LN, then you must use an intermediary to handle your transactions--visa. If you do use visa, you as the merchant are subject to an uncapped 3% fee for every transaction. For a mass producer with tiny margins, another forced dichotomy presents itself. You either eat those fees yourself and your business fails or you pass those fees onto your customer. The merchant who is using explicitly the LN does not have this fee burden, as in our world fees are the burden of the sender, gains significant economic advantage over his peers. Not only can said merchant use the LN to collect the soundest money ever discovered in exchange for his time, energy, and expertise, but he can now afford to lower his prices where his visa-using competitors cannot--increasing their customer base at the expense of their competition.