As it stands now, I don't think NFC is a big deal. How many people have I seen utilizing it in the real world? Zero, and I live in the Atlanta area -- not the middle of nowhere. I'm sure the companies using NFC technology are just scratching the surface of what the technology is capable of, though. The only thing I could envision using it for in terms of its abilities now would be those tappable sensors that you can put on the dashboard of your car to change settings on the phone.
I think NFC in Android phones right now is a lot like Passbook on iOS. People get their new phones, get all excited about having NFC or Passbook for about a week until they realize the use cases for the technology right now are very few and far between. Then, they just go back to doing things the way they've always done them in most cases. Even on the Android tech geek podcasts I listen to, no one is saying anything about the usefulness of NFC in their daily lives.
Now, if the major credit cards and banks start embracing the technology, that changes the game. I could envision a time in 5-10 years where the PIN-input machines we all use now go away and each merchant has an NFC terminal where they can see a unique ID for each device in the vicinity that has an NFC chip. You get up to the clerk, they ask you what your unique ID is (a random four-digit code that changes after each transaction and is visible on your screen). You tell them the code, they push the transaction details to your device, you choose the method of payment from your digital "wallet", complete the transaction, and get an e-receipt on your device. That's what I want to see from NFC; but I think it's still several years into the future.