Both Circle and Coinbase are a huge barrier to entry in the USA, because of all the KYC/AML regulations they have to adhere too.
If any one of the two can find a way for NEW adopters to access Bitcoin, without having to jump through 5000 hoops to do it, they would gain the edge, and claim the whole market.
Entry is just too difficult in the USA and they just rape ANY decentralization and anonymity Bitcoin could have, with what they are doing.
Put a damned Bitcoin vending machine in every shop and let it scan your barcoded ID with every purchase. If you want to prevent money laundering, put a daily buying limit on it.... JUST make it easier.