The project's goal will be phenomenal if it can reach the mainstream.
Although this isn't the first, as long as they can stick to their roadmap and with the right advertising, success will follow.
#3, for me, online payments must be done offchain (via services like coins or exchanges) to avoid delays especially at high network load.
This can make zero transaction fees too because there will be no coins going out and in their system, or they're just doing this in the background but only claiming that we need fees.
Otherwise, cryptocurrencies alone can be used without these type of services as long as the online stores are accepting them.
So what's the point of being the broker if it just process the payments on-chain?