Rain Lõhmus is a leader of LHV bank in Estonia. LHV, in turn, is interested in innovating in the banking retail sector. As such, it is experimenting with bitcoin. Rain did an interview with Cointelegraph about the bank and bitcoin. He makes some good points. Perhaps the most interesting comment about mertchants using bitcoin based systems
The merchant does not have to deal with bitcoins — he should not even know what it is. I draw a parallel with the car industry — most cars are still powered by a series of explosions within the combustion engine, but the driver does not have to worry about that and industry does not advertise their product in this way.