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No one wants to spend more money then they have to, but everyone is already paying for Visa so paying for MasterCard isn't a big deal.
I can see how it may hurt smaller sites worse, especially if they have a few processors, as their percentage of MasterCard sales may be much, much lower than Visa sales, so it may be difficult to justify the cost for some. But really, $500 a YEAR, that is like 2 MC sales a month to cover the charge for one processor. I don't want to be a dick and say you shouldn't be in business if you can't afford that, but if your margins are so tight that allocating 2 sales a month to it will hurt your business, then you may want to rethink how you're operating and where you're leaving money on the table.
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