The challenge in this space is not the technology, or more cool/useful features.
It's merchant adoption.
It's a massive barrier to entry when a local business has invested upwards of 10's of thousands of dollars on their existing POS system. Or, the flip side of the coin is that they have zero desire to get anything more technical than a $60 register from PriceClub. This is scary stuff to most local merchants.
It's a super long term play to get market share.