Would be interesting to learn if they had genuine reasons for not adopting lighting (or even doge coin for that matter). E.g. regulatory issues and the like.

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I assume it was regulatory issues. This is the "easier" route? And here we are using Lightning...

Yeah, I suppose integrating lightning probably wouldn’t have been an issue for them. But getting the users an easy way to get sats from within the platform… different story. If you provide funding, you’re probably suddenly an exchange and subject to all sorts of regulation.

I don't see why they couldn't use Strike as a payment vendor for 'coins' beyond Stripe at some point

Probably regulatory.  But the reason most probably is that they just want to make money.

They sell us tokens they control and generate out of thin air, and we can use them to give a shiny emoji type of reward.  You feel good,  you "reward" someone, and Elon takes your $$$