i'm not sure many people know enough about them, and certainly people don't really get how to buy them.

Just today on an article in yahoo someone asked "how do you get one of these bitcoins?". The explanations were far from clear by the techies who answered. Some said Mining (really? at this point?). Someone directed him to faucets, and some were telling the guy to Mt. Gox.  

This is where the finance world can really cash in on this idea. Make it easy for Joe on the street to invest a little without worrying about encryption, paper wallets, 2FA, QR codes, etc.

Jesus, many people still don't really understand how to do Bcc on their emails.