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?
As a consumer, I would rather use an eMunie debit card because no 3rd party service/company/network/database is involved in holding my balance and/or loading the card.
Not to mention that consumers will also be able to create the card itself (probably not a mainstream characteristic though):
...or if they have access to (or purchase) a cheap EMV compatible card reader and the correct card type, they can install the cardlet application and create their own.
Not only that, the merchant doesn't get busted with 1-3% fees, but a flat 1 cent (in equivalent EMU) fee, so some could actually offer the product cheaper if purchased with EMU, another incentive

True, most consumers would just opt to buy the cards from a trusted provider, or maybe ask a friend who is "computery" to make one for them (everyone has a `computery` friend

)...but, for the paranoid amongst us, the cost of making your own for you and your family is low enough to be viable, and its simply 2 commands in the client to do it.