In the moneypunk days of the late 1990s and early 2000s, we saw several attempts at 'ecurrency' banking, derivatives, and the like, and it all ended in tears. A lot of it was naive exuberance and way too much of it was pure scammery.
Earning trust, especially when it comes to money, is the hardest part.
In one way, it is a shame that Bitcoin has taken off so quickly. We have not had time for low-risk experiments that push the envelope. When Bitcoin sold for USD 0.01, losing a few in some harebrained scheme to mimic insurance or something else clever would not have been a big deal. As it is, paranoia is setting in, and the talk is about paper wallets and brain wallets.