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Bitpay just allows people to accept bitcoins. However the "new to bitcoin" people or the ones that have 0 can't purchase easily. I think that's the major problem that needs to be solved. Wire is the safest way for bitcoin sellers. But the best way for merchants is to have a seamless integration for them to buy bitcoins with instant bank transfer or credit card (won't happen because of CB). So far all I have found is coinbase but it's not easily trusted I don't think.
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