I was talking to someone running an ecommerce site, they also run their own lighning nodes and there's many reasons:

- High risk customers that the shop can accept if there's no chargeback option. For these users that are excluded from many ecommerce shops that's a good option and they are willing to jump through some hoops

- Customers from countries that are restricted from using VISA / Mastercard

- People from countries with active sanctions against.