Nice initiatives, definitely we all know that cryptocurrency is going mainstream sometime in the nearest future. It may not really be Bitcoin because of its obvious flaws of high volatility, low scalability, less secure , anonymity and non-regulation which in turns gives rise to terrorist financing and other criminal loundery of funds.

The marchants and masses would naturally prefer a relatively stable and transparent cryptocurrency. At the moment bitcoin is heavily lagging in this.

If Starbucks, Microsoft are championing this course as you opined above, its a wonderful news to get the masses attention to the crypto space.