Bitcoin companies may quickly move to focus on properties of the blockchain that are not related (and, perhaps more importantly, more profitable), than the bitcoin currency.
Also, importantly, bitcoins may be extraordinarily profitable for a bitcoin company, but never increase in value, whereas if you purchased a bitcoin today for $700, and 5 years from now, the bitcoin was still $700, you would likely be unhappy.
The consensus based global ledger of script based transactions. Bitcoin currency is just one application of such a system. Others, such as Contracts, Escrow, Title Assignment have been proposed as well - and the transaction fees of such might be much more profitable than simply identifying a input/output of a bitcoin transaction.
Also, importantly, bitcoins may be extraordinarily profitable for a bitcoin company, but never increase in value, whereas if you purchased a bitcoin today for $700, and 5 years from now, the bitcoin was still $700, you would likely be unhappy.