I am not a great fan of how Betta fish (also known as Siamese fighting fish) are sold. Because of their natural habitat in still water they are very robust fish, but I have never understood why they are not stored in partioned tank rather than those sad little cups.
That said this Betta elive system that I recently saw does seem to be a step in the right direction.
The Elive "Betta Center" retains the easy availability for the betta cup but creates a rack that makes all of the fish visible and could be potentially developed into a centralized water quality system although now all it includes is individual lighting and a possibly too aggressive air supply.
I still think those cups should be larger and water quality should be more closely controlled. And store should not be selling permanent homes for bettas that are less than 2 gallons in size.