For those who don't care about remaining anonymous and don't care about centralizing their personal Bitcoin (depositing Bitcoin onto an ATM card would be a form of voluntary centralization), it might be a very convenient way to spend their bit coin. At this point, I would be extremely leery of any ATM cards. The major payment processors (VISA and MasterCard) are not open to the idea of Bitcoin and could force the card issuer to stop excepting Bitcoin deposits with little to no notice.
I don't see it likely. First of all, they do directly benefit from this form of bitcoin activity, second of all, it would be very bad PR for them, and last but not least, if they did that, they would be possibly facing anti-monopoly actions and large fines (in some countries, where their lobby is weaker). You cannot just deny service because you don't like bitcoin, you'd need a better reason for that (and money-laundering/supporting terrorism is not a case here, since there's no anonymity).
This is exactly why you cannot withdraw BTC deposits into Neteller with their Mastercard. Mastercard forced their hand.