I think these 21 Inc guys have balls to base their software on something other people do not want to touch. Their vision to take Bitcoin to mainstream without them knowing they use Bitcoin, is
probably the best approach. The "Bitcoin" name, has for the wrong reasons invoked fear with investors and developers... but when you say "Blockchain" everyone sit up and take notice... because
this is the hyped up technology. 21 Inc imo are taking the correct approach to this... nobody needs to know they using Bitcoin, as long as it works.