“It’s prudent for them as an exchange to list the new and up-and-coming thing, and knowing that this crypto thing is not going to go away, it makes sense for them to do it,” said Maria Adamjee, president of Megalodon Capital. “But is the market actually ready to do this?”

ICE said in addition to Starbucks, Microsoft Corp is also part of the joint effort to help digital currencies gain acceptance in ecommerce.

Relaed: Poll Says Most U.S. Investors ‘Have No Interest in Ever Buying Bitcoin’

“As the flagship retailer, Starbucks will play a pivotal role in developing practical, trusted and regulated applications for consumers to convert their digital assets into US dollars for use at Starbucks,” said Maria Smith, vice president of partnerships and payments for Starbucks. “As a leader in Mobile Pay to our more than 15 million Starbucks Rewards members, Starbucks is committed to innovation for expanding payment options for our customers.”

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