Reasons to spend bitcoin (incl. Lightning):
1/ It's more secure and private than filling out a form with personal information (e.g. credit card payment on some websites) or 1a/ handing over *credenti...
If being realistic, with point 5 there is an issue if merchant uses custodial solutions to accept Bitcoin - most (if not all) of them involve AML and sometimes even KYC.
Unfortunately, custodial gateways are pretty common.
Unfortunately, custodial gateways are pretty common.