While to certain people, it sounds positive, but I just wonder why we still need bank to become the intermediate party. Isn't the concept of bitcoin is to remove banks from the transaction loop and depend entirely on the network to process transaction. But never mind, I'm sure things will change someday when bitcoin does not need to rely on anything from start till the end.
You need to look at this another way. This is a great service for somebody like me who would like to keep my 'money' in bitcoin. Before I would have to sell some bitcoin in order to get fiat so that I could pay my bills. With this and similar other services in place, I no longer need to do this as I can pay those bills now directly in bitcoin.
Before I used to keep a rather large portion of my 'money' in fiat in order to pay bills which I now no longer need to do. I can now put more into bitcoin.
Another advantage of a service like this is that you can send a payment to your own bank account thus saving you from the hassle of having an account at one or other exchange where you would normally first go to sell your bitcoins for fiat and then withdrawing such to your bank account.
It could even open possibilities to pay something like bills with Bitcoin to companies who don't accept it directly... 