Is the main problem that people don't like the fees imposed by Visa/MC? Dislike of the idea of an intermediary? (i.e. a vision that all BTC users in the future will transact directly across the Blockchain?) Something else?
I can't speak for everyone, but I think nominal fees are the issue. If you're making a $1000 purchase, there is no reason that a ~2.75% fee (roughly $30) should be taken from the merchant to handle less than 1 kilobyte of data.
Ideally transaction fees would have a hard limit to prevent high charges for larger purchases. Another idea would be to allow merchants to set a fee based on when they prefer their money is deposited to a wallet. The highest fee (ex: 0.5%) would deposit sales into the merchant wallet immediately, with lower fees happening at lesser frequency for those who just don't need the bitcoin available right away.
There's no reason we should be working with VISA or MasterCard when we can make a superior service that they couldn't possibly compete with.