You pretty much nailed it. They buy and sell on both ends and use Bitcoin/LN as the rails.

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Who is buying their sats?

Just seems impractical with the current fees. How do they swap to onchain? Can you buy USDC or USDT with lightning ?

Let’s say I want $100.

I create an invoice.

You send me $100 in bitcoin.

It automatically converts and keeps it on the books as $100 on my end.

The use LN as payment channel.