The guy from UKash is giving a talk at this weekend's London Bitcoin Conference about how to use UKash with Bitcoin. So they are keen, and I'd say this is a fantastic way forward.
I would love to hear this talk. Does anyone know if it is being recorded?
I think this is a pretty good idea. It certainly solves the proof of delivery problem. It's no longer a "digital good" so it could actually fall under their buyer protection program.