I think it feels more expensive because the businesses on Bitcoin and lightning are running on a pretty small scale. Single owner operator mostly offering quality products is gonna be more expensive but it's actually less expensive than if those owners were using conventional payment processors.

From my experience, it actually is less expensive to run the business. I don't have to pay third party fees, I don't have to wait for payments to settle, I don't need to wait for the money to hit my bank account and deal all the expenses associated with having a bank account.