I _know_ there are reasons I'd like to use Braintree, but the signup process is the first and most impression-leaving point of contact users will make with you, and the choice of signup process you've made makes cynical-me suspect this is all about gathering competitive information and acquiring all _my_ business information without bothering to tell me even even ballpark figures of what you're going to cost me.
Maybe I'm not your target market, since I don't find eWay or SecurePay or Paypal's "integration" particularly onerous - but as one of the tech guys in a small web dev firm, I talk a customer or two a month through the process of getting an Internet Merchant Account with one of the local banks so they can accept payments for their Magento/Shopify/WooCommerce/WPMU/Concrete5 shop. I'm unlikely to jump through your "tell us all about your business before we give you prices" hoops only to possibly find out you're barely competitive with Paypal and not even _close_ to what my clients can get via Westpac/Securepay.
It's all about trust. "Tell me everything about yourself before I tell you the most important thing about me" doesn't portray the sort of trust I'd expected given your reputation...