So they want to create their own private blockchain-based technology. One of things they are considering for this is Ethereum.
If and when large companies start using "ethereum" , they will simply fork the code, add their own patents, and skip the nuisance of paying a high premium of buying into a wall of overpriced ETH. If Eth is merely smart contract fuel, than whats the point in paying a premium for this fuel when a wider audience would trust MSFTfuel/IBMfuel over VITALIKfuel?
Maybe there is the first runner advantage? There are many bitcoin clones and offer many unique features, but bitcoin is still the No .1