This kind of service doesn't help at all with future planning of finances, as would what you'd expect with a mobile phone plan. Sure, these services help with the immediate case, but if I have a recurring payment of $20, say, every month, what good is that to me if XBT have just tanked yet again and I have less than half in my wallet than I had planned for?
The stability is the biggest (one of the only?) problems left with bitcoin to solve before it could see wider use, and this right now is just a novelty way to pay the odd bill or two for a slim margin of customers, from a company that has made its name with similar novel marketing tactics.