I think they have the wrong vision here as Bitcoin atms would definitely only be used by people who already know what Bitcoin is. So if a regular person who is not aware what BTC is will only pass this by in a mall or worst mistaken these machines as a regular atm machine. In order for them to spread BTC worldwide they must be offering introductory classes instead of this kind of marketing. By giving classes to people they will surely benefit from it as they are increasing their chances of having a customer.