These businesses are avoiding Bitcoin like it has the plaque. In the boom days, everything was about Bitcoin, now they ignore that history, like Kim Kardashian is ignoring the sex tape she made, back in the days. The thing is, they cannot ignore their roots and it all started with Bitcoin.
Watch them come around when the price goes up again and Bitcoin goes mainstream. Let's just hope we remember them then, when they want our money.
seems you have made an opinion based on the media's story.. but without fact checking it..
so here is a 3 second test of facts
https://www.circle.com/do you see the word bitcoin, right in the center of the page in the sentance of "Instant. Secure. No Fees. Send & Receive Money Anywhere with Bitcoin "
yes? then i guess circle isnt cowering away from bitcoin.
what the media are forgetting and misinterpreting.. is this:
people used to call the technology(protocol that makes blocks and distributed) of bitcoin............ bitcoin. or virtual currency or cryptocurrency.
now they are calling the technology 'blockchain'
purely to separate the terminology and the confusion between the currency unit vs the technology.
here is another example:
what do you see?
and how many times a week do you eat it?
most peoples instant reaction is "beans" and "7 times a week".
but the correct answer is "a picture of a tin of baked beans" and "never, i dont eat the metal container"
so baked beans have not changed, the ingredients are the same. people still eat them, but the terminology of what your talking about has changed. purely to make more sense to common folk.
There are a positive angle to this move.... 
