They are building all this on very weak foundations. The assumption is that all these services built on top of crypto currencies will somehow be more efficient than existing systems.
They are not. It takes more time and electricity to confirm a BTC transaction, therefore it's slower and more costly.
Those shaky foundations mean that the actual winners may be other fintech companies like Revolut, Stripe or TransferWise who are not distracted as much by the whole crypto mania.