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based on this, their name (BitBank) and reading about them it seems like they are really trying to become a real bank but a bitcoin bank, maybe the first of its kind. it would be interesting to see how that turns out to be like though in a couple of years for instance. the first established bitcoin bank offering all kinds of services that a bank offers: loans, accounts with profit when you make a deposit, safety deposit boxes for storing your valuable physical stuff like paper wallets so it can even take smaller place, debit cards,...
all of it is still against bitcoin and its decentralization but it would be interesting to see how it turns out.
Maybe it will be easier for them to operate a bank than we think now.
When average joes will get in touch with bitcoin for the first time, they won't be comfortable with handling their own finances (have to store bitcoin safely, have to secure their IT stuff to increase the safety of their bitcoin, etc...), and if there will be a solution (a bitcoin bank) which does the same with bitcoin than other regular banks do with their fiat money, they won't think much and will use the bank.
People are not accustomed to handle their own money nowdays, it needs education and practice...