PSA is taking grading submissions at Lids

PSA just put grading submissions in 50 Lids stores.
A customer hands their cards to the guy at the hat counter and fills out a form.
Lids packs them, ships them to PSA, and hands them back when they come in.
Most of those stores sit in malls.

Fifty mall counters taking submissions. Does that pull new people into grading, or take the one service your shop still makes money on?