Mastercoin and Counterparty are embedded consensus protocols (or meta-protocols) that use the blockchain to store their transactional data. Bitcoin devs, except Peter Todd who was hired by both teams to help them find a proper solution, are very unhappy, to say mildly, about storing the data on the blockchain. Heated discussions on this topic go on for hundreds of pages on bitcointalk and Mastercoin github issue. Mining pools like Eligius started censoring Mastercoin transactions (not sure if they are continuing with this practice right now, but the operators of this pool are adamant that data do not belong to the blockchain).
“Further, contribution is weighted by computational power rather than one threshold signature contribution per party, which allows anonymous membership without risk of a Sybil attack (when one party joins many times and has disproportionate input into the signature). For this reason, the DMMS has also been described as a solution to the Byzantine Generals Problem[AJK05].”
Bitcoin se acerca a los 10,000 millones de capitalización, con una infraestructura y usuarios que requieren que todas las ideas e innovación que se desarrolla a su alrededor cumpla con un nivel de seguridad y testeo tan elevados como el propio Bitcoin. Es por esto que, al menos hasta no ser algo totalmente definnido y fiable en la blockchain test de Bitcoin, no se podrá empezar a presionar para una posible implementación en la blockchain live.

“The only reason the banks have gotten to the point of thinking about permissioned ledger is because they finally reached the stage of bargaining, third stage in five stages of grief, for industry they’re about to lose. They start with denial, and the basis of denial is, well, this thing isn’t gonna work, it’s gonna die any day soon, and it doesn’t. And then they say, it’s just silly money and it doesn’t have any value, until it does; and no one else is gonna play with it, except they are; serious investors won’t put money into this, except they did; and it still refuses to die. We go from denial to bargaining. Somewhere in between might be anger, some depression, and eventually they’re going to reach acceptance, but it’s gonna take a long time. 

“Blockchain offers a possible solution to these challenges with its decentralized ledger that can store a history of transactions across a shared database,” Cohen said in the report. “By making the record accessible and verifiable from anywhere in the world, blockchain can enable the authentication of goods and eradicate the criminal element of counterfeit goods in the retail supply chain. By pairing hardware chips with blockchain technology, a product can take on a digital history, going as far back as the raw materials that were used to make the product. This allows retailers and consumers to verify their purchased products are genuine.”
Blockchain-based smart contracts are proposed contracts that could be partially or fully executed or enforced without human interaction.[55] One of the main objectives of a smart contract is automated escrow. An IMF staff discussion reported that smart contracts based on blockchain technology might reduce moral hazards and optimize the use of contracts in general. But "no viable smart contract systems have yet emerged." Due to the lack of widespread use their legal status is unclear.[56]