BAC and the others have been building projects on the side, the value proposition is proof of stake and a reliable service to leave coins other than Bitcoin on Just-Dice since dooglus leaves audit and cold storage logs and I guess for traders margin and lending as it acts as a base coin for that margin index on poloniex.
Segwit Dunno could be done if wanted I guess not sure the code has a rule against it, side with Doog lol.