We always say that bitcoin is an alternative currency, yet we don't use it as an alternative, maybe for some they do but most of us? hell no. We are afraid of the volatility, that's the truth.
If there are merchants that are accepting bitcoin and if i need privacy and security then i will use it as an alternative currency rather than using my credit card for my online purchases, the problem i see with some stores is that they actually ask for a high valuation that the market price, if we need to talk about level playing field you cannot compare it with fiat. Worried about volatility if your only entry to the market is to profit and there is nothing that can be done to change that.