But setting that aside, here's my best guess at what JPM is trying to do: Maybe it's not the blockchain as storage that matters but the programming API that their institutional customers can use for transferring money between accounts.
Maybe instead of thinking of JPM's blockchain as a broken version of Bitcoin's ideals for public money creation, JPM's main use is to let the big customers move money on their own -- using a forked version of Ethereum (called Quorum). Some of JPM's code examples on github.[0]
There are pre-existing places where JPM customers can move financial instruments. Their dark pool exchange called JPMX is one example.[1] JPM's customers can trade stocks there outside of NASDAQ/NYSE.
But what about cash instead of stocks? I think that's what JPMCoin tries to be. Yes, their's already the SWIFT network[2] for wire transfers but I don't think banks want to expose that to account holders to the same flexible degree that the Quorum programming language would allow.
So, JP Morgan wants to enable their customers to instantly transfer money with their other customers without the legacy of SWIFT messages. For obvious reasons, they won't use the PayPal API, or the Stripe API. Instead, they use a flavor of the Ethereum API to let their customers execute "programmable money".
The real Ethereum is too volatile for business-to-business money transfers. But with JP Morgan's financial backing to reliably convert JPMCoin to $USD, that would instill confidence for account holders to use it.
In my opinion, JPMCoin isn't that revolutionary since it's only intended for their big institutional customers. Time will tell if their customers will adopt it or ignore it.
[0] https://github.com/jpmorganchase/quorum-examples/tree/master...
[1] https://en.wikipedia.org/wiki/Dark_pool#Broker-dealer-owned_...