as consumers often prefer to have transactions in whole units instead of fractions
ROFLMAO - you do realise that appx. 1% of ALL retail transactions happen in "whole units" in the USA - dollars are COMMONLY split into fractions, it's why we HAVE coints.
cent is short for "1% of a dollar", by the way.
I don't see this "whole units" argument as being more than a strawman argument at best.
The one REAL advantage that Litecoin has over Bitcoin, IN THEORY, is faster confirmations - but even there it's bloody SLOW compared to cash or credit/debit cards, which limits it a TON for retail usage. I doubt that ANY cryptocoin will ever overcome that issue for retail sales, but given the trend towards online sales taking a larger percentage of all sales it leaves a rather LARGE niche for cryptocoins to get a piece of.