And however much I'd like for I0Coins to be valued at 1:1 to Bitcoins, I don't think anybody would want them more than Bitcoins since you can't really do anything with them except trade them in for Bitcoins.
You couldn't do anything with Bitcoins except send them around and mine them for a while either... I0coins are less than a week old, it will take some time before you can do a lot of different stuff with them. If a merchant decided on day 1 to take I0coins it would still take them time to arrange it... So the fact that about all you can do with I0coins right now is trade 'em for bitcoins is pretty likely to be temporary.