This is a good news, when people starts to know that these companies are now accepting cryptocurrency for payment, they might be interested in trying it out. But the problem as that cryptocurrency is volatile so not everyone is really interested in it, no one can just get a crypto wallet and store their money in it cause they are going to lose it unless it's for the purpose of investment and they are sure that they are ready to take the risk involved in it, which is either losing your money or making profit. PayPal is another big competition, cause no one is going to use Bitcoin as long there is PayPal given there as an option
That is exactly where the problem lies, just like you said, people who wants to use it as utility coin will never keep the coin in their wallet, the point where they want to use it is when they will convert whatever they need to pay from fiat to bitcoin, and then make payment with it without further holding it in their wallet, the recipient too will not be willing to keep it in the wallet because of its volatility which will make him convert it back to fiat.
So as money is touching the market, it might also be leaving immediately too, so what we will just be seeing is volume but we may not see much increase in the value.