More and more smaller companies seem to be moving to accepting BitCoin but from a realistic point of view you need to consider if a companyA takes BitCoin for, say, 3 months, and BitCoin value nose dives they have a lot of useless funding. It'll be an interesting few months to see how BitCoin levels/increases.
companies like BitPay make hedging easy. A company can choose to get paid daily in USD for the BTC sales they close. Likewise a company could choose to get 98% in USD and hold the other 2% to cover potential BTC payments and benefit from the potential rise, created by more users and more merchants, and thus directly benefit from their own choice to accept BTC in a low risk way.