There's a butcher near my house that is cash only. I don't go there, and I know many other people who do the same just because of the lack of CC acceptance. I asked him about it once. He doesn't want to "give away" 3%. All his competitors accept credit cards. He loses my business and that of a number of other people I know because he won't take credit. But all these people are invisible to him. He only sees it if someone walks into his store, wants to pay CC, and then walks out. All the people who have been there before and subsequently avoid his business, he doesn't see that. So he doesn't think he's losing much business.