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Yeah it does make some sense given that they are an exchange and not just selling some other product or service for Bitcoin.
Should have included that in the original post :) Our usage patterns are certainly quite different then. Personally, I don't have disposable income to put into cold storage BTC at the moment. So whenever I buy (usually on Kraken), I buy to more or less immediately pay for things, so I withdraw from the exchange straight to my LN wallet. Which is kind of why I made the stretch that:
only 5% of their customers ever tried Lightning [...] that seems to indicate that only 5% see Bitcoin as a medium of exchange.