I would not say that conversions made at POSs is that great feature. First of all, a customer is not aware at what rate he is making a transaction, so basically he would need to go somewhere to check the current BTC rate (presumably, to Bit-X or Xapo websites). Therefore, I would not call it convenient and easy to check btc rates every time you are going to make a card transaction.
At E-Coin you need to make a conversion once, being able to choose from 3 fiat currency. It takes literally a second. Afterwards, you can pay with applicable fiat not worrying about rates, fees etc.

Bitcoin can help people to avoid paying extra fees to banks. However, with this "true-debit-card-solution" users will be always at risk of being charged due to possible unfair rate or lose money due to market fluctuations.
With Bit-X you charge customers for every transaction, even online ones, which is ridiculous.

And this is really strange that you tell everyone that your technology is built on something else rather than a prepaid one and the same applies to Xapo.
As I described above, the conversion at POS may have some advantages and disadvantages but it is pretty much the same solution anyway