The ATMs herald a new line of ATMs as another crucial step in cryptos march towards widespread consumer use and accessibility.
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.
Even if people don't know what Bitcoin is, they will certainly be able to see that it isn't a regular ATM. On top of that, if a complete newbie at some point finds out about Bitcoin, that person will then finally know what that ATM is for and might even use it. It's all about reaching as many people as possible, and while you're right that these ATM's will mostly be used by existing Bitcoiners, it will help making the process of buying Bitcoin a bit easier for new users.
Exchanges have proven to be unreliable during peak moments, where wiring money to an exchange might take days, and these ATM's are perfect to counter that. Also, the more ATM's are available near people, the less they have to search for local sellers of Bitcoins, which is getting increasingly dangerous as time goes by.