Maybe they honestly can't afford it and need to use it for the credit aspect.
Some aren't comfortable with automatic withdrawal from their checking account.
Some it's just a habit and don't use checking accounts.
I'd say about 15% pf customers would rather take the fee.
The normal cash back on a card is 1% and some even higher so to them its not that big of a deal...but to a business it ads up.
Our profit margin is about 20% of sales. If we gave up 3% of sales, that is taking away 15% of our profits!
To give example numbers, if we charge $100 per month we pocket $20 after expenses (rent, payroll, etc)...but If we swallow the credit card fees that's $3, and makes the profit down to $17. So after all this hard work of customer acquisition, providing services etc, such a little thing takes away 15% of our profits (and that's before it passes through to us as income tax!).
ACH used to be a flat $.50 per transaction...it takes time to reconcile invoices and payments so right now just sucking it up.