The point is, that isn't how coffee shops typically operate in the United States, which is what makes it interesting. Operating a coffee shop without tips has special and unique considerations in the United States - chiefly, how to retain talent and employees when conventional wisdom would say it is better paying to get a job at a traditional tip-based coffee shop, which again, are plentiful in the United States. I would say managing employees is the #1 issue when running a small business like this, so the concern is especially relevant (and unique) to the United States market.

It is kind of like how, if a company was trying to tackle health care in the United States, they might attempt to build a system which reconciles many different hospital systems across the country. In other countries, with Universal Single Payer healthcare, this might not be interesting, but in the context of the United States, a system like this could have huge implications.

The market itself is inseparable from what makes a venture like this interesting. It is interesting precisely because of where it is located.