It is unimportant until it isn't NFC anymore and it is called something like "SafePay" and allows you to simply carry your iPhone around and pay for everything you need to.
If Apple launched an NFC service all retailers would be strong armed into adopting it because they wouldn't be "cool" to the 100's of millions of users otherwise.
I know you meant it ironically, but it is true to some extent. NFC is pretty unimportant until there is widespread adoption by users and retailers.
Ironically, in your hypothetical scenario, after Apple goes through all the work to popularize the feature and actually make it useful, we'll still have to hear how someone else did it first and Apple isn't innovative at all.