When I started using tap to pay a couple years ago they almost always commented on it, but now hardly any do. There was just the one recently.
When I used softcard the other day, I asked first because I didn't want to look like a fool. The girl working the register said that she still remembers the first time seeing it in use, and that not to many people use tap-to-pay. So she told me ok you can tap your card. So I tapped the phone, and she was excited and said that she had never seen anyone use their phone to pay. She didn't even know that I was using a Windows phone, but she wanted to know what app to look for in the play store.