It because it this bitcoin never will be really usefull as a "currency" or payment method. Sure if one or more contries would officially fully support a crypto currency as a offical payment method and currency, the transaction cost of it was low and efficient and the system was under control of goverment bank or something like that, things could be different.
The crypto chain technology could be usefull, but I think they aim to high when they talk about Bitcoin as a currency. I think it crypto currencies could be more usefull as some kind of voucher/token system for smaller payments and bonus systems.
Coca-Cola could make a "Coke coin" and you get one coin each time you buy a coke and for 20 coins you could trade them for a free coke. But the system should have build in systems that would limit the size of the transfers between the coin owners and the amount of coins a person could own at one time. It could be a limitation of 100 coins=5 free cokes. With limitations like that it would not be a real threat against any official currencies and monotary systems.