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Bitcoin itself as P2P has alot of potential. But actually receiving payments and interfacing with the bitcoind is not easy. If you want to set your price in dollars, you need to constantly pull exchange rates from somewhere and quote people bitcoin prices, and then when the payments come in you have to figure out who just paid you. Plus you have to secure your wallet and it's not that easy to automate for a website.
With bit-pay, it's just about as easy as putting a button with a form on your page. Yes there is a fee, but it saves a lot of headaches. And if you want to receive dollars, you can get all the benefits of accepting cash online without messing with the bitcoin stuff at all.
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