I've often wondered about such "payment in the browser" options but... isn't this what we *do not* want?

Right now bitcoin payments happen quite easily. Just paste in the address, enter the amount, and click send. Done.

Wouldn't the "paypal" way require an intermediary website? Yet another site where you have to store your coins, will probably have to pay a fee, ...

Or you could go the route of browser extensions, but then only Firefox would benefit since Chrome's extensions are just javascript.