Whats the reason most of the companies prefer the integration through a third party than direct acceptance. This shows they're into business and not into making use of the bitcoin.
The thing is that Bitcoin has become so popular, and many people also use the coin as a payment method, so these companies are trying to make things more convenient for their customers that are Bitcoin users and would want to harness the possibility of making payments through Bitcoin, they are also extending their customer base by alluring individuals that love to make payments with Bitcoin, and will most likely patronize the company that accepts Bitcoin and this establishments know it, thus they want to stay ahead of competition.
Having said that, these companies do not really care about Bitcoin, neither do we who love Bitcoin care about them, we're just important to each other, they accepting Bitcoin would gradually take the coin to mass adoption, and on the other hand, Bitcoin can help them attract more customers and make more profits, so just like that, both parties win and everyone is happy. Mind you that Bitcoin is also volatile, so they wouldn't also want to take the risk of keeping their money in the network as they prolly aren't knowledgeable about the network and would not be able to handle the pressure of a plunge/correction period.