CardMuch, Checks are both examples of me taking a picture of something I own (check, biz card) using my own cell phone. Card.io is someone else taking a picture of my credit card, using their cell phone. In the first two examples, I have control and ownership. In the last example, I have ownership (of the data/card) but no control of the software.

Anything that increases conversions is great! Best of luck! I look forward to seeing it in the wild. In fact, are there any merchants in SF I can watch use it yet?