It's not only one-sided. Huge brand like Dell and Newegg lend massive streetcred to bitcoin as a legitimate method of payment and goes a long way towards changing perception about the ease of bitcoin transactions, which would drive up user adoption over time.

User may not want it now because they're not familiar with the technology behind it or perceive it as being an uncommon and difficult/unsafe method to use.

But once they see bitcoin as an available payment option on all their favorite retail sites, they would be interested to at least learn more about it.