Merchants don't want to adopt Bitcoin for 2 main reasons: there's very little demand for it from their customers, and it has somewhat grey legal status or even outright banned in certain places. Users don't want to adopt Bitcoin, because it's volatile, hard to use, few merchants accept it (so, there's kinda a feedback loop here), and very few people are "woke" in a sense that banks represent a risk to their financial freedom.
Yep, and Bitcoin is hard to understand to average people especially to those people that have less knowledge in new technologies and innovations, I guess the mass adoption of Bitcoin will take more time to happen. The volatile nature of Bitcoin is one of the major reasons why merchants do not want to adopt this technology and a means of payment or reward.