When you consider what they are losing in fiat land it makes more sense to ask how they can afford not to go to a LN node.
40 hour week. Lots of small businesses are paying 10% in CC fees. Let's ignore inflation losses. I don't spend 4 hours a week on my LN node but they are spending 4 hours a week working for visa.
4 hours a week really hurts with small business margins.