Why would a merchant go through the trouble of 'enabling' or integrating your product into their POS as opposed to integrating an established bitcoin payment provider or just doing it themselves directly?

Is it your belief that people just really love plastic cards?

I would have thought the hurdle for a 'bitcoin debit card' would be the ability to have a balance held in BTC and a card that would run on multiple major international interchange networks to purchase items denominated in local fiat.