ok, so I examined the website of both TenX and Monaco, and for me it boils down to two important numbers:
Cashback for card holders: 0.1% for TenX and 0.75% for Monaco, that's 7500% more cashback you'd get for using Monaco instead of TenX for making the same purchases.
Token Holder reward: 0.5% for TenX and 1% for Monaco, so an MCO token holder would get twice the dividends as a PAY token holder.
I think the first point makes users to prefer to order and use Monaco card instead of TenX, as you get much more cashback. Which will cause wider adoptions.
Try 750%