There are a couple of reasons, actually. This will be a short version of something I'm still in the process of writing, so consider this very high level, broad strokes. Consider "Coinbase" a stand-in for any service like it. I also know that lots of Bitcoin enthusiasts won't agree with me, and that's fine.
The most important one is that merchants generally want USD, not BTC. Instant Exchange is a really important feature of Coinbase, and so even if we did support bare addresses, they would still be generated through Coinbase anyway, because giving our merchants USD is killer. Since Balanced isn't interested in getting in the business of holding and selling BTC, we'd need to do that through some sort of service, and Coinbase is the biggest and best one.
Secondly, the UX for Coinbase-only payment is vastly superior to using bare addresses. People are generally familiar with "sign in via Facebook," and Coinbase's OAuth works the same way. Using a Bitcoin wallet to buy something on a site is very strange until you've done it a few times. Enthusiasts will know what's going on, just like any early adopter will. But for most cases, Coinbase only is waaaay better.
Coinbase Coinbase transactions have another special property: they can be off-blockchain. I don't remember offhand if they are for all purchases, but they are for microtransactions, at least. Coinbase can (could?) not wait for the ten minutes to confirm a transaction, since they'd just be updating balances within Coinbase itself. They could build options in that consumers have come to expect, like chargebacks, holds, and other things, that the protocol would not inherently have to support.
Next, we feel that Bitcoin is best thought of as cash. Like, physical, printed notes. Websites don't actually accept USD, for example: they accept Visa, which is a financial instrument that happens to be denominated in USD. You can't mail a twenty dollar bill to most SaaS products: that'd be really silly, for a number of reasons. Using bitcoin-qt is like paying with cash, and paying with cash works great in some ways, but is a pain in others. Chargebacks, for example, are an incredibly important part of the advantage consumers see in using credit cards, and nothing like that exists with 'raw' Bitcoin in any significant capacity.
I guess that could all be summed up with "Most people don't actually use cash, because it's pretty inconvenient. They use a financial instrument on top of cash, because it offers a bunch of advantages for online purchases. A successful Bitcoin will be no different."