The Direct Coinbase LTC/US$ wallet is all the US / Europe merchants care about, after it is setup BTC will have zero advantage over LTC in the merchants eyes. Cheaper fees and faster transactions with no capacity problems.
I don't disagree that the addition to coinbase is going to be benificial with the expanding growth of LTC merchant use. Other payment methods supporting litecoin such as Gocoin, Coinpayments, Alphacoins and Coinify provide some merchant support; but, definitely the exposure with Coinbase helps.
Merchants that utilize payment methods with companies like coinbase generally have no knowledge of faster transaction times or capacity of a cryptocurrancy.
Why would they? These merchants receive their payments in their local currency, the payment processor receives the coins not the merchant. If the payment processor provides a better conversion rate with LTC, because of the lower fees the customer may notice and choose LTC over BTC.
Good at least we can agree on that.Did we not say the same thing :I said: after it is setup BTC will have zero advantage over LTC in the merchants eyes.
You Said:
Merchants that utilize payment methods with companies like coinbase generally have no knowledge of faster transaction times or capacity of a cryptocurrancy.
Why would they? These merchants receive their payments in their local currency, the payment processor receives the coins not the merchant. The People Sending Crypto to buy or pay for stuff are the ones that will prefer LTC over BTC ,
and these people will become aware of the advantages of LTC over BTC in time.
BTC price is already so high many would rather hold it and sell it , than use it as a payment system.
BTC Priced itself out of the micro-payment markets and it is now pricing itself out as a payment system altogether for the poor & middle class.
Only the rich will use it, which is why they are pushing LN for the Poor to use it.
The Rich use the Onchain non-counterfeit-able system while the poor are left using LN Offchain Counterfeit-able fractional reserve system,
really no difference from the current banking setup.

Welcome to financial slavery 2.0 the Lightening addition.
Satoshi is rolling over in his grave, the Banking Cartels will have destroyed everything he set out to do.