I’ll be interested in seeing how SMTs play out, but I think Steem itself has good viability here for small business. Sure if Coca Cola gets on Steem there will be a Coke coin, but someone porting over their Etsy shop won’t necessarily want to launch a token.
In a long term future I’d envision average social media users maybe making $50 - $100 USD a year on Steem. Generally not enough to care about linking bank accounts or setting up a fiat gateway for themselves. But they will spend it back to the brands/business/creators that voted it to them... possibly with some extra fiat from their own pocket to boot! It’s really the ultimate “self upvote” as savvy creators get back a chunk of the Steem they “voted away” while building brand loyalty & shopping conversions. I think Steem can handle this elegantly at its base layer.
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SMTs don't have to be website specific. I agree that the owner of a shop won't launch a token, but that doesn't mean he will use STEEM. He will use whatever SMT is best for his business, or simply best as a currency. Since every SMT will have its own properties (for example 50/50 curation or not), I will believe the best SMTs will be naturally adopted through economic incentives.