[mbizzle]

Setup is effectively free and incredibly easy. They're disrupting the gorillas of merchant services, by tapping into a market that your Visas, MasterCards, AMEX haven't been able to get to: local, small business owners.

It's disruptive because it changes the customer demographics for some of these businesses and the way they think about payments (customer analytics, payment options, loyalty programs).

Square is poised to gain market share very quickly AND there's a huge play to be made in emerging markets where the mainstream guys haven't found great traction and smartphone usage is growing rapidly.