I believe that most business owners will prefer to transact money transfers with their customers directly without using an exchange, that will be a third party, and you'll have to pay this third party or middle man money for his services, whether you like it or not. I also believe that nothing beats transacting money directly with your clients or customers, no third party whatsoever. One of the reasons why I like bitcoin is that it's decentralized, and you can do a P2P transaction with another bitcoin holder without any exchange being involved. But for convenience, transparency and scams that are associated with P2P, you don't have much choice but to patronize the services of these exchanges.
You can not eliminate the middle man in businesses, especially in this digital age, be it fiat or cryptocurrencies, because they have come to stay. Big exchanges like Binance, are cashing in on being the middle man in businesses, an unavoidable indirect business associates, in your face, waiting for you to go through them.
It's the tradeoff really. It's either you push for decentralization and risk getting scammed or losing your money, or you submit to exchanges and do your business with them, decentralized exchanges seem to solve this but they are just not that massive in the industry just yet. So people are really stuck between these two things without any choice.
Although this could change in the future. New forms of exchanges and ways for people to transact could be formulated in such a way that it would be as secure as doing your businesses with exchanges, with the added benefit of being able to use your money however you like. Till then, we can only hope.