Whoah, I get it. I get what's going on here. They're backdooring Bitcoin into the mainstream.
Connect the dots:
1) No mention of Bitcoin on Align's website, except in the press section headlines, even though they use it. Only ever mention "the blockchain" and "blockchain technology."
2) Somehow this has escaped mention on /r/Bitcoin and elsewhere, even though it's gigantic news. They've deliberately not associated with "Bitcoin" overtly. It seems at first strange, because they could have had a bunch of easy customers from the Bitcoin community, as well as its support. Think: Overstock's Bitcoin acceptance launch where they got a bit of a sales boost. But it makes perfect sense when you realize they're gunning higher. The old paradigm is to offer service for the Bitcoin community; the new paradigm is to offer services that use Bitcoin and include no reference to it, because customers don't need to understand it, know how to secure it, or deal with it at all.
2) The recent trend of, "We don't know about this Bitcoin thing, but blockchain technology is the future" is turned on its head by Align's strategy. What was a sort of backhanded dismissal becomes a Trojan horse. Bitcoin quietly becomes the payment rails for better bank wires, stigma intact but irrelevant because no one knows they're using Bitcoin.
3) The general sense among some thinkers in the space that "when Bitcoin succeeds it'll be because people don't even know they're using it."
The implications for investment are obvious, but users of Align's service are completely removed from that. Investing in Bitcoin, to them, would be like investing in Cisco because they like buying books on Amazon.com. But Cisco still did very well because it was needed for the backbone infrastructure and investors recognized that.
sounds like the Coin.ph model except for businesses only.