Their aim should be to decrease the fees and or eliminate them completely. With the current fee structure in place there is little incentive for anybody to use their cards compared to the others on offer.
Yep, this. But they can barely reduce the fees because for the most part those are the fees charged by the Visa and Mastercard network, so in other words, using a Bitcoin Visa/Mastercard means nothing about payments changed really.
The biggest benefit I have a card for, is that if tomorrow 1 btc spikes to a $1000 or so, then if I want I can lock it in as fiat on the card from btc, before the price goes down.
Bitcoin needs its own payment processor, but that's easier said than done and a major undertaking.