It's about generating new customers - if I genuinely was about to buy that item from that screenshot, myIOU is no where to be seen. In-store is different as I could scan a QR code that presumably is literally at the physical checkout. I get that existing myIOU customers would know to whip out their phone and fire up the app, but I'm talking about attracting new ones. Some of the merchants offer myIOU at online checkout and some do not, it may be that in time as myIOU grows they'll get a spot in the checkouts of larger merchants.
$1 Club, page-25118
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