These merchants need to have their liabilities in Bitcoin first. One of the biggest issues I ran into with a project of my friend that I'm helping out with, is finding a local supplier of raw materials (other than tech stuff) that accepts Bitcoin, because you'll have to orange pill them too. Unless you're a significant customer of theirs, they're unlikely to do this, so this is hard for startups.

I agree with you that we can improve on that but I don't think it's our biggest challenge at the moment.

Of course, if you see opportunities to get people to make the switch, that's a great service.