Businesses understand this really well and they are using this to their advantage, there's not much regulation around crypto-curruncies as of now, so these companies can operate in a legally gray area. It is the customers of these businesses who has no idea what is going on.
Many are happy to buy and sell the whole utopian view of how the block chain is going to liberate them all, how its going to end poverty and and kill all the evil bankers, but everyone saw what happened then the DAO got hacked, that whole utopian view of the irreversible something something was somehow now the responsibility of a central group.
If anyone wants to see examples of how most of these users have no idea of how to handle money, look at all the ponzi schemes that are build around crypto currencies. Its insane thinking how easily people give away their money for a piece of the moon.