I read this. And I don't understand - why would anyone need this service provided by CoinPayments and CoinBase?

So as I understand this 'end-to-end' service is - the giving an ablity to a user to buy things which are being sold in bitcoin for fiat from bank account in just couple of clicks, right??

I don't get it why would anyone use it? What I mean - yeah it's great for a user who's not familiar with bitcoin and don't know how to buy it, so he can get what he want in couple of clicks. But why would a company which users mostly use fiat accept bitcoin - why they need this end-to-end service then they can just start accepting fiat.

Or I'm understanding this wrong?