the actual deployment of NFC around the world is sporadic, and in the US it is minimal. the jury is still out on its future. will crucial security issues all be resolved satisfactorily? will some newer alternative - like Bluetooth 4 - prove superior? or how about smart credit cards instead?
Apple's app-centric web approach is a good interim strategy. businesses will like it more than generic NFC because it connects you more tightly with their brand and package of services (that's why they issue their own branded credit cards now). we will see in the coming year what they can do with that. which is why Google is now rushing to copy it too of course as part of its Wallet.
things will change over the next 10 years, that's for sure, to some kind of new smart technology. but no one today can say how it will all turn out.