It's not true that they see no benefit. They will see benefit in:
1) cheaper financial services
2) broader financial services
3) real-time financial services
4) access to financial services regardless of location (or nation)
5) decentralized applications fully integrated with financial services
The average Joe doesn't need to control their own private keys in order to gain these benefits.
But think of it this way. What would be more difficult, for an organization or company, today?
A) start your own bank
B) start your own key management service
A) make an application that accepts payments as low as $0.01
B) make an application that accepts payments as low as .001 ETH
A) create a new protocol layer on top of the banking system
B) create a new protocol layer on top of Ethereum
---
Today, we rely on perhaps at most a few dozen companies (PayPal, Stripe, VISA, MC, etc) to build interfaces with our banking system.
There is no "app store" for banking system financial services. It's hard, hard work to build anything on top of that archaic system.
Blockchain makes currency an internet-native construct. Which has profound implications that we are just beginning to see the very earliest examples of.