You can almost hear the beeping noises as they back the truck up to block the exponential growth curve.
Bitcoin is not a payment network, it is digital gold, and any attempt to make it competitive with Visa, Paypal, or Western Union puts the whole project at greater risk of failure. A $10 or similarly large fee to move gold around the world instantaneously is miniscule for the value conferred, especially when that digital gold can reliably serve as an alternative global reserve currently roughly as viable as the USD but with no central issuing authority. That kind of value is not cheap, easy, or free, and cannot be achieved while also compromising its design parameters in favor of expedient commercial concerns.