Maybe if instead of BAT, they could use a credit card payment or PayPal.... They've proven to scale very well too....
These amounts are pretty small.
If PayPal or credit card were used (without prefunding things) you'd have most of that money eaten up by transaction costs.
As others have mentioned, this does seem to be a "real" use for crypto currency to achieve microtransactions.
I think BAT was a good call. One of the few real use cases so far for a cryptocurrency.