I wonder why you think where it starts is where it ends.  I hope you are right.

As much as I might wish for it to never come to be, what is to stop a company such as amazon to grow a "voucher" coin into a more general form of payment.  Their limited purpose release is akin to a beta release.  Don't ignore the light at the end of the tunnel.

I'll put forth that this could be a good thing for BTC, as people could become more comfortable with cryptocoins in general. 

If we don't address some of the BTC market challenges, then I believe BTC could become marginalized.  I think that the BTC community and VC community are working hard to address the challenges.