At the start, all Square did on the hardware side was slightly repackage an existing generic swiper. Our MVP swiper was equally small. It was the overall easy

At the start, all Square did on the hardware side was slightly repackage an existing generic swiper. Our MVP swiper was equally small. It was the overall easy onboarding (free decent software, no cost swiper) and marketing that really did it. There were several competing companies who just didn't play the growth game.