This setup is  (or at leasts sounds to the average person) even more complicated than any other system/hardware combo.  This isn't making it easy for the masses, it just highlights how risky it is to hold bitcoin without losing them or having them stolen.  While also giving away privacy with mobile apps.  What happens when the bitkey server goes down or business goes under.  Also fingerprinting its ripe for arm robbery, no plausible deniability etc