Is it also a ploy to keep people away from credit cards? Cash? Gift cards? It's an interesting novelty for now, with almost no legal strings attached. It's almost like paying for things with rubber bands--cool and interesting at first. But as soon as it's trying to play with the big boys (credit cards, gift cards, et. al), its use has to follow the rules, and suddenly it isn't so novel after all. That'd be my prediction.