I show people that I pay, say, 29€ for a cheesburger and a large beer and I get 4€ back.
"What happens when the discount ends?" - actually the discount is the reason that I mention last. I explain other reasons first. They are detailed in these posts:
Some people are curious and want to try it out, learn, discover something new. They might load 20€, spend 5€ and then never use the 15€ again. That generates "breakage" revenue for HIVE.
Some people want to help the local economy because they care about the gentrification and desertification of inner cities due to high rents. Up to 4% of their margins are eaten up by card fees. Paying with HBD incurs no fees for merchants or for customers.
Some other people want to be in control of their money and also have a fallback solution when card payments don't work. Some people simply are sick of waiting for the waiter to come take their order and enjoy the possibility of ordering directly from a QR code when they feel like ordering.
But obviously some people will react like you do. There's no problem with that, we never thought we were going to bring 100% of the population to paying with HBD. But even 5% would make a HUGE difference for HIVE.
I'll finish with what is probably my favourite Satoshi quote:
“If you don't believe me or don't get it, I don't have time to try to convince you, sorry.”
― Satoshi Nakamoto
Funily enough, he said that to no other than ... Dan Larimer, the architect of Steem :-)