In general, people still think that there's no point in spending something that's worth $100k (right now), if in a few months it might be worth 30% or 50% more.
Yes, I think that's the main one. But the tax implications are also a big one. Every time you spend bitcoin, you potentially create a taxable event. Having to do the accounting for every time you pay for a coffee is not practical, while using an external program to do it for you is not ideal either, and it seems that not all of them work well, although that will improve.
As for the new company, it's just another one in a series that will try to grab as much BTC as possible and we can only watch. The only consolation we can have is that they didn't start buying them about ten years ago when BTC was practically so cheap that everyone could own at least one.
If they had started ten years ago the price today would be many millions per bitcoin, I think the 7 digits falls far short.
What all these companies are doing is what many of us should have done and didn't: buy bitcoin and never sell it. I mean, most of us did the former but failed at the latter. An example is this very forum, where we can see people who have been on it for 10 years and ask for $100 loans, and stuff like that.