I agree and disagree, business to start using Bitshares will want small fees to attract users to their business.
Not if the business provides a service worth paying the fees for. And businesses will only know if the fees they charge are too high after costumer input. However if they provide a service everyone is astonished and pleased with, people won't bother with fees. It's just a matter of how the business structures itself. It depends on the business' plan and the path it takes. They too have to adapt and be flexible.
When you want to write a program in a certain language or use a certain OS, you adapt or use a different one. However if it's the best one for your objectives, you will still use it even if it's difficult because it will be worth it.
Yes, once you identify the use cases, then you can compare yourself with your competitors / or partners and advertise what differentiates you from them, and / or complement them, and based on that consider the right price.
So far if we are only a decentralised exchange, then our partners are existing exchanges which want to be part of the decentralised service but at the same time use it to build a bigger user base for their services. As we have discussed before a fast way of arbitrage between exchanges, or lending which will bring volume for all the parties.
In this scenario we want to base our pricing in the same way as other exchanges do, for both trading and transfers. The added bonus is that the transfers in exchanges are cheap, and can also be done as a payment system.