I still do not get basic premise - 'who does not care about money?'
The question isn't "who does not care about money?", it's "who would use BitUSD over fiatUSD and why?"
BitUSD is cheaper to receive
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Yeah I would imagine it's much cheaper than fiatUSD and judging from Overstock statements, even 1/2% makes a big difference to a retailers profit margins. BitUSD also has a few other advantages as well.
Personally I would choose EBay for the main marketing 'announcement' especially if it's co-inciding with a debit card of sorts. (Even better if you can already get 1/2 reasonably recognisable/sized merchants that would accept BitUSD from the start.)
That's a strong play that says BTSX is here to be a global mainstream contender. That would get a lot of coverage in Alt-Coin world plus some fringe media imo and be positively received.
The reality as some have suggested is that in practice mainstream adoption may be slow. So I wouldn't waste too much money beyond that trying to force it. You can also still do OB as a secondary and low cost play & it would still be popular and useful in Alt-Coin world.
But I think it's better if the main announcement and the branding play that defines BTSX to the mainstream at the start is something like 'debit card + EBay.'