On the contrary the industry needs the capability for mass advertising, promotion and education. "MASS"! That is the next wave.
It is, yes. And this is part of the reason for a lot of the ill-feeling towards Ripple... instead of going for widespread public adoption they're bypassing it and working direct with the banks.
(this is not a pro- OR anti-Ripple post!)
Ripple is not positioning itself as a currency nor is Ethereum. It would seem that Dash would be next in line if they don't fix this scaling issue soon.