From the company side, it is not a big problem as it seems. There are solutions for merchants to have their payment in Bitcoin converted automatically in fiat this to avoid the volatility. Bitpay, Paymium and surely some others offer this solution. So as merchants you don't lose any money. The same could be implemented for the customers side.
It can be done, but I don't think this is particularly useful to adoption, especially if it's done through payment processors that just dump directly to fiat. We saw a lot of merchants adding Bitcoin payment options throughout the 2014-2015 bear market, and I don't think it drove adoption.
Seeing it as a merchant payment option might help overall BTC recognition, but as a consumer, it wouldn't make me think, "I better go out and buy some BTC so I can spend it on Uber." Especially if I knew anything about it and took into account the costs of acquiring BTC. And the fees to spend it on low-cost consumer payments. It doesn't make much sense.
It would be interesting if these companies accepted BTC and then also began including it in their investment portfolios. That would definitely have an effect on supply. But I don't know how likely that is.
The problem is that to start accepting Bitcoin itself, and using it to pay other expenses, a company would need to start taking a loss as a way of spreading Bitcoin's adoption.
Imagine if a restaurant start accepting Bitcoin. The owner receives 0.05 of Bitcoin from a dinner and has to pay the ingredients he spent to make the food. How would he pay his bills if the company he owes doesn't accept Bitcoin? He will always have the need to sell Bitcoin for fiat, to then, pay the market that sold him his ingredients.
Bitcoin is still very dependent from the fiat. Maybe in the future we may start seeing some Bitcoin to Bitcoin ecosystem.