In EU it is really trivial and very cheap, fast and safe to transfer payments between individual bank accounts and business bank accounts. It would be really hard to further simplify it.
They show an example micro payment system as browser plugin, where you pay for reading articles.
I am excited at the prospect of paying for articles without spying adware and coin-mining javascript.
Back to your point: Even in the EU paypal has still users, because it is still easier to use than SEPA - transactions.