From the LA Times:
UC Irvine anthropology professor Bill Maurer said Square leaped ahead of competitors by using existing technology to create payment systems that blend into the background. It also took advantage of existing consumer behavior, swiping credit cards, rather than asking consumers to learn a whole new way of paying for something. And it targeted an underserved niche: businesses that couldn't take credit cards.

For the full story, please visit http://www.latimes.com/business/la-fi-square-dorsey-20130201,0,5416478.s....