I thought it took about 10 minutes to fully verify a bitcoin transaction under normal conditions. Are these transfers mediated through some kind of escrow service?
It takes a few seconds to go through, of course if the merchant wants to be sure he can wait for the first confirmation, or more. But the thing is, most purchases of this sort are not large amounts of money, the risk is very small because it's not worth the effort it takes to forge Bitcoin transfers. Merchants are at a larger risk of someone using a stolen credit card for example.
As far as OP's message, I do agree that Bitcoin usage will go much higher thanks to these type of services, but I feel the development will take time. We need lots of services such as bit-pay and even bit-pay is still in pilot stage. I see it coming but it might take from 6 months to a year until growth of this sort is at its highest point.
But regardless of the time it takes it's a good reason to buy coins at current prices, because when the growth happens, added with the huge potential of Bitcoin in online poker, virtual game items and anything else that benefits from the anonymity features, the price will be on another level.
This is from a long term perspective of course. If you want to trade shorter term then buying or not buying becomes a different game entirely.