They're only reticent to not getting the consumer data, breaking the relationship with shoppers or not processing the payments. And control over who sells their inventory obviously -- which is already in place through their relationships with affiliate networks.

Tick those boxes and they're cool with it and supportive. That being said we're still expanding tech support for retailers faster than BD can can keep up -- 75 new retailers monthly at this point. That's why we're pushing all our affiliates to get an approval before using Two Tap in order to keep getting affiliate revenues.

Experiments from Twitter and Facebook also do a good job at educating the market which works in our favor -- at least merchants learn what they don't want :)