Here in the US, I've done it once, and that was to confirm the chip in my card worked before I flew off to Europe with it. Turns out it's a chip-and-signature card, so it was as useless there as any other non-NFC card...perhaps even more useless come to think of it, because it ACTED like it was working. (From reading Slashdot, I knew this was likely the case before leaving, and I'd asked my banks about a chip-and-PIN card and got back, "Wuuhhh?", so I was prepared for this problem.)
So, for us, the Apple pay is actually a nice leap forward - as others said, right now it's a very fragmented market. I've had an Android phone with an NFC chip for two years now, and I've used it perhaps half a dozen times, just playing around to see if I could scan a credit card, my passport, or my cat's RFID chip (no go on the cat). Until I saw the Apple Pay announcement, I didn't care whether my next phone (which I had already decided was going to be an iPhone) had an NFC chip or not. I get why people in other countries wouldn't care as much about it, though.