Consumer protection is paramount. We have a lot of work to do in educating people about the bitcoin technology. We need to engage them at the right level and give people what they want, and make the offerings user-friendly and secure at the end of the day.
They could pay for purchases, exchange money, use loyalty cards, and even set up smart contracts, which allow one party to pay another automatically, once a task is completed. No third party has to participate in this contract, because the payment automatically goes through once a task has been done.