I was thinking maybe there could be a project where we encourage web stores to take Bitcoin as payment and offer a discount (like 3%, about paypal's fees) for those who purchase with bitcoin. In addition, the official 'Pay Less with bitcoin' site will showcase stores and give out free advertising, and could develop easy to use and integrate plugins and APIs to make accepting bitcoins be something that takes around a hour to set up and get working.
Just make sure you explain to them all the fees the exchanges will charge them to exchange BTC to USD or EUR and to withdraw fiat to their bank.
And don't forget to tell them that they should go sell the bitcoins in a hurry, preferably as soon as they get them(which is impossible because of the network confirmations needed before they can spend them and before any exchange let's them sell the BTC) or else they risk to lose 20%.
You still think they should give a 3% discount for paying with Bitcoin? Think again.