I would like to have the ability to assign payment gateways at the store level. This would greatly enhance the fulfillment center owner's niche marketing capabilities by allowing us to launch branded stores to highly targeted niche markets while maintaining the niche store's branding throughout the purchase and billing process.
For instance, if I were selling shirts to summer camps, I would probably attract more customers if I marketed the line with a relevant name (i.e. CamperShirts.com) than I would with a more generic parent company name (i.e. AcmeAdvertising.com). At present, we can launch these niche stores but are forced to bill the niche store's customer under the generic parent company name's payment gateway.