Apparently for BTC and others, the service will actually create you a wallet if you don't have one. I know very little about what happens with something aside from Steem, but ideally, I'd love to see these guys maybe do so something with account creation as well. That would require either Netcoins holding and leveraging, or else taking three STEEM out of the purchase to burn for an account, and then emailing a temp password to the user with instructions on how to change and how to retrieve all keys. It could definitely be done, but would need some real work on their end to facilitate.