Is there a reason a consumer would want to buy emunies first to do the purchase with instead of just using his/her visa card?
The only answer I could give to this question is rhetorical: Is there any reason a consumer would use any cryptocurrency rather than a visa card?
The initial users would be people who have already bought into the idea of a decentralized, P2P currency and network as an alternative to the existing financial systems monopolized by the large banks and financial institutions.
Regarding 'why eMunie', the eMunie network is explained in a series of videos on Youtube, although things have moved on since the older ones were made so they are not 100% correct but they do show the general overall system. An eMunie user wouldn't have to 'buy' eMunie, although this is an option, they could simply earn eMunie by providing a service to the eMunie community. Additionally, due to the ease of use of eMunie - no special hardware needed, no special technical expertise needed, straightforward GUI, 'familiar use' debit card, and more - compared to other existing cryptocurrency networks, eMunie would be a more viable currency compared to another crypto coin.
Given the care and expertise that has gone into creating eMunie, with the same diligence the rollout and marketing should produce wide spread adoption of the system.
Well, that's my take on it!