I really dont know what all the fuss is about either, and especially from other shiners knocking it as well.
Lets face it, Gas, Electric, TV, Road Tax, Council bills etc etc are all paid via direct debit but because its a guy/girl with a face and a small business, all of a sudden it becomes a problem.
So i sell it on the basis that its like any direct debit they already have and covered by all the same guarantees etc. Then add its the same benefits, as in not falling behind with payments and they have prove of payment etc etc