I mean technically - if you are shop that also sells bread, are you bread company? Don't think so.

And there is Bitcoin economy involved, proxy merchants can earn BTC for themselves by getting rid of fiat, without using centralized exchanges. TBC is basically proxy merchant company, VISA cards is only one of their products, they sell various gift cards. Same as Bitrefill, for example.

And I don't shill anything. But they can be helpful, when you really need to pay for something and only have sats and no way to pay with sats directly. Let's say, you need to pay for a taxi to the airport in the middle of the night in random foreign country.