Makes me wonder how many customers would be willing to pay 10 or 100 cups of coffee up front to fund their channel. I don't expect direct channels (where you don't pay any routing fees) to become a big thing.
Correct thinking. Just by thinking about it for a while, you can understand that neither the buyer nor the seller can benefit from creating a direct channel between them.
It is profitable for the buyer to make 1 channel to a large reliable node that has channels to other large nodes. This makes it possible to use LN for purchases from any seller.
It is also profitable for the seller to make thick 1 channel with a large node in order to receive payments from all buyers through it, and use the amount collected inside the channel for their purchases or for selling on the exchange.