Supporting LN payments is a gimmick to most companies atm, just look at bitrefill report.

for most its a marketing stunt or founder (or someone with decision making power) motivation. amount of people who actually spend bitcoin on daily basis (outside of shitposting here or zapping on nostr) is trivially small so the decision to do it must be fueled from either hoping to get free publicity or attract more customers with it.

good example will be to see how many big chains keep bitcoin payments in el salvador now that they are not forced to. it will probably be a good proxy for this in the future