The biggest problems with USB sticks, which I know many will agree with, is that they are dependant on a computer. If you want to send large files to a friend you have to use a computer to do so. You could use cloud storage systems but not everyone is connected to the internet all the time and 1GB files do take a while to upload.
U Transfer is a new concept where it eliminates the middle man, which is the computer, and enables you to transfer files between USB sticks directly. It also features a little touchscreen which will enable you to browse around for the file you want to transfer.
How much easier would it be if this became a universal system. Yes it will be more expensive but the convenience would outweigh that by far.