It needs to attract the average user. Due to high volatility, in comparison with fiat currency, it's a no-no for average use. Even if merchants lowered the prices if you were to pay in bitcoin (which some I've noticed do), it's still unapproachable. We need more education around bitcoin, and more importantly: the acknowledgement that you need to be responsible with your money. Lots of people think like you can reverse anything if you become a fraud victim.