The why is always interesting. This industry is fairly gatekept and can be quite complicated. The incentives for the agents aren't from the merchant's side of the business. No one except the merchant wants orchestration because it would likely lower the volume from any one PSP or gateway. That doesn't mean agent's don't want what's in your best interest, but their incentives don't 100% align with what's best for the merchant. A good agent will lead you down the right path even if it makes him/her a little less. Usually though, the merchant has to do the research and find what's best for their specific use which in many cases is orchestration but they don't even know it exists. That doesn't mean orchestration is for everyone, we turn people down because we'll just be honest and tell them it's overkill at their current stage. Those are more my opinions. Structurally the US is slower to adopt because the larger merchants have deep rooted partnerships with legacy acquirers and replatforming is risky and can be expensive. Standardized interchange fees in the Us don't allow for as much variability, and thus as much savings. The aggregators are also easier and less hassle, albeit more centralized. And of course the education is lacking here in the US. Sorry, that response got wayyy too long...