Exactly, lots of people exploring it, and no killer apps or use for it found. With how large of a tech division lots of these big companies have, they 'explore' all kinds of new tech that never materializes into anything. Every once in a while something does come along, but if bitcoin was it we would already see more active commercial uses of it, instead of a gigantic market purely based on speculation.
NFC / Samsung pay / Apple pay is way more useful to the common non-techie than bitcoin. As a currency I think bitcoin is pretty useless, if I want to send some money online to friends or family... paypal, venmo, chasepay... all based on the almighty dollar are all way better options than bitcoin.
BTC != Blockchain as a technology. The tool, and its potential uses, are more important than its current product(s).