We pay the card companies a lot of money for using their network, maintaining a secure ledger of accounts and combating fraud and identity theft, merchants pay 3% of their gross revenue through the transaction fee and the card providers also extract some of this cost from the consumer through high fees and interest. These are costs that suddenly vanish when the merchant accepts Bitcoin (or actually shrink to .1%) since the network is free, the ledger (blockchain) is free and identity fraud is impossible since a Bitcoin wallet cannot be duplicated like a credit card. You can see how merchants who are operating on very thin profit margins (10% or less) see lower transaction costs as a way to substantially make a difference in their bottom line. As a matter of fact, Wall Street sees it too which is why they are investing in Bitcoin infrastructure. My advice to you slashdot holdouts is don't wait too long before you start getting it.