That's what she said....
Bitpay markets to merchants because that's their customer base.
However, if they are to promote bitcoin in general, they should create some consumer explanations of why they should use bitcoins as well.
I picture people who have had their identity stolen for example, or issues with Paypal. Recommend bitcoin as the alternative to traditional banking solutions.
But at long as the merchants start to accept it, the merchants can also explain the benefits to the consumers, or offer rewards for bitcoin users (re-purposing the dollars that used to go to credit card rewards to bitcoin spenders).