This benefits BitPay, of course, but with the network effect starting to roll, this helps all of the bitcoin ecosystem, as now there's another destination for a bitcoiner to spend, directly using Lightning network, and these LN payments will not consume on-chain transaction space in the bitcoin blockchain. This is a win-win!

There's been a lot of LN activity! Last week Kraken, the first major global U.S.-based exchange, announced they have added LN support for deposits and withdrawals:

Kraken Integrates Lightning Network Deposits & Withdrawals #17200 https://bitcoinmagazine.com/business/kraken-exchange-integrates-bitcoins-lightning-network