[jjh42]

There is some academic interest in ability to use bitcoins scripting language to build "smart contracts."

In practice, escrow isn't necessarily needed. In a typical consumer transaction the merchant is more trustworthy than the consumer (think me ordering from amazon). Amazon could just steal my money but that'd quickly destroy their brand. OTOH amazon accounts are free and so amazon is much more worried about me defrauding them. If amazon accepted bitcoin I'd pay them without worrying about escrow.