You cannot really count the bitcoin on the current market price, because it is obvious that it may go down a lot, cryptocurrency market is volatile and nothing can change that so far.
It is just not worth it to get payed in some unstable asset, you cannot risk that your company is going to lose some of their money just because some crypto price has decreased. The work needs to be continued, and the firm cannot just afford it, if it will make the future dependant from the bitcoin price.
I understand you say about the risks, but I think this worth a lot. Worth much more for whois receiving payments in BTC than for who is paying in BTCs. The person who receive the money in BTC can exchange the money instantly to fiat, preventing losses if the currency drop its price (what is hard to happen), but the store owner can hold it and I'm sure in long term he will have higher profit.
But the buyer will have less profit as he is using BTCs to buy instead of holding it...