What do you pay in ETH?

I started thinking about what we might pay with ETH; there are so many initiatives and brands that now accept this sort of payment. I learn of another brand that will take cryptocurrency payments: Michele Franzese Moda, which claims to be the "first big Italian luxury multi-brand shop" to accept cryptocurrencies. They want to accept major digital currencies such as Ethereum and others.

For those who are unfamiliar with the name, Michele Franzese Moda is a South Italian fashion shop that was created in 1992.
Customers may purchase from the fashion merchant's luxury inventory, which includes over 8000 products, according to the retailer. In terms of product offers, there will be new entrants.

According to the company's fashion announcement headlined "It's Time for Crypto," Michele Franzese Moda declared that they are the "first big Italian luxury multi-brand shop" to accept cryptocurrency payments. Items in their premium catalog have been configured to take ETH and BTC.

We already pay in ETH NFTs, for example, and with ETH we buy all these coins that we use for payment in other projects, such as SK8coin or the celebrity marketplace nOFTEN, which I use. However, I must confess that I did not use ETH to directly pay for stuff. When we consider that, we're already paying for a lot of things with ETH, even if we don't count the coins we purchase for future payments. What do you pay in ETH?