This part seems to be the major problem zcash solves from what I can tell. Delivering on the promise of true anonymity which Bitcoin currently lacks. I see the appeal to current Bitcoin users, but outside of that group, can't see the appeal in a broad "general consumer" sense.
zcash seems like a company addressing a small problem (true anonymity) in the broader context of issues cryptocurrency faces (ubiquity, liquidity, ease of transacting, fraud prevention). Creating an entirely new currency which has to retread the efforts of building out the ecosystem to support that currency is a huge mountain to climb.