Eggsackly....
Merchant acceptance, in the form of the webmaster, is actually the easier part of this equation as long as you dont make it a pain in the ass to signup. It gets easier every day, as I think the majority of us would try putting a button for just about anything on our join page so long as it didn't preclude using one of the existing forms of payment.
The users on the other hand are a lot tougher to crack. You've gotta some give them incentive to want to buy in and gain their trust. At the same time, the buy in process has to be both painless but also secure against scam. That's a *tough* formula.
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