It is an interesting move, because deploying a viable website has never been easier. FB had an advantage on default reach, but even that is slowly becoming a question as younger generations use it less.

If a business relies solely on FB it doesn’t exist for me. If they maintain multiple places online it’ll be interesting how this payment will play out…

Is surfacing the site easy?

It explicitly is not, but the point I made was that doing it via FB is slowly becoming less easy as well.