I think the price volatility, lots of incidents related to black market activities and many other anti-government activities are the major cause that's stopping people from using bitcoins.
I don't think BTC price volatility is the primary cause for not using it. But based on my knowledge as of now bitcoins are not accepted by many governments because they can't track the transactions and can't put taxes on to it so many businesses are not taking it as a payment method. Currently, bitcoins are used mostly in online gambling and for some limited online activities.
The price volatility of bitcoin is a concern for the merchants to accept bitcoin payments. When they are accepting bitcoin payments and if the price of bitcoin get lowered then they might incur losses. Also, the pending approvals from the government is a big concern for many people, and they are still waiting for any view from their government to start using bitcoins.
You are talking about only losses, but if you are accepting bitcoin payments then we are also having chances to multiply your money when bitcoin prices go up. If you are not ready to take this little risk then you should not adopt bitcoin payments. But, I agree price volatility might be a main concern for many people and still stopping them from using bitcoin.