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Silent payments are total nonsense in this context. Literally 0 reason for this merchant to use them
One reason might be limiting server-side complexity
Silent payments involve basically zero server configuration, you just post a piece of text on your website and you're done
If, instead, you want the website to serve a unique address for every user, the server needs to run something like btcpay or electrum and the company needs to pay a dev to learn what to install, how to use its api, and how to connect it to their website
Silent payments = easier = better
the server needs to run something like btcpay or electrum
Not really, whatever database that's taking orders or serving the catalog can just as easily have thousands of HD addresses dumped into it. Heck, even a day to day wallet that used Nostr for comms could provide those addresses to completely static JS on a site...
Silent payments on the other need a service to actually find the payments, and the user profile shows it won't actually be more private. If we're to assume interactivity with the payment it gets even worse...
Privacy feature = no substance = pointless distraction = worser
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