We've tested with live shoppers for 4 years, and we've seen exactly the moment that a light bulb goes "ding" in their heads, when they suddenly see ApplePay not just as a credit card, but an entire daily shopping system with power tools that allow them to save money and shop smart.
Here's a great moment: Jan, a neighbor in Pleasanton, was testing one of our Apple Wallet extension components. Suddenly, she stopped, looked at the phone strangely, and said: "You know, this could be really useful. You could just keep adding stuff here and I could use it every day." Then we showed her Apple Pay extension components we created for brainstorming. Then she gave us even more ideas.
New York Times: Why Apple Pay and Other Mobile Wallets Beat Chip Cards. They point out that the rotten user experience of chip cards pretty much guarantees the success of mobile wallets. But they are only talking about payments. They haven't even considered the other functions that mobile wallets can perform, that all add up to make mobile wallets a platform, not a product.