Can we talk about transactional friction?

Transactional Frictional from my understanding is the time and fees attributed to crypto in today's world. It is, in my opinion, the two main problems facing the buying power of crypto. Yes - I do believe in crypto and in blockchain as a whole, but I want to look into the future and see a world where this very volatile currency is used in everyday life. I saw a project the other day that seemingly understands that volatility is here to stay. They are essentially creating a marketplace where people can buy and sell gift cards using cryptocurrency. I have been doing a lot of research on this company lately and see that they have many relationships with retailers already established by their parent company.

The company is called ZEEX. I'd like to hear people's opinions on this. Is this how we should tackle transactional friction? Using an intermediary?