I'm not even a big fan of the Merge type sites because they haven't been successful at that and they're a lot bigger than SWC.
Infinity Poker could be it. They have one pro endorser already. They've postponed their launch enough that the software should be decent. The challenge will then be teaching people about bitcoin. Hopefully they'll be successful and the word will spread. Once you get the average Joe's that haven't played online since '06 to sign up it will be the biggest thing since the poker boom.
I can't imagine what it would be like to be able to deposit, play, withdraw, and spend the money all in the same day again.