My feeling recently -- since I run some fiat businesses -- is to, whenever I'm about to pay someone, just harass them a bit about paying in bitcoin -- like "You want me to pay you with PayPal, but here, look how crap this exchange rate is, how about your provide a Lightning address instead?" .... 92% of the time they tell me to fuck off and want PayPal. But if a normie hears that request 10 times over 10 years, eventually a lightbulb might go on...