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As a merchant you have to satisfy all types of clients. Otherwise, slowly you will lose.
Another example is that you could add an extra % to the final sum, if the customer choose to pay with fiat rails/VISA/MC, to make them to feel the pain of using fiat.
When they will see that in fiat is even more expensive than BTC (discounted) then will think twice.
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There are some circumstances here that should be taken in consideration:
Conclusion: if you are a merchant and want more bitcoin customers, always offer a discount for BTC payment (it doesn't matter if is 5 or 10 or 20%).