I'm still not spelling out the reason as to why more and more companies are suddenly starting to have a feel for bitcoin. Not so long ago, most of their reason as to why they are not adopting bitcoin into their business model or using it as an asset is due to volatility concerns. Not much has changed since then, and bitcoin is still a highly-volatile coin.
Yeah, the only reason I can think of is that they want to take advantage of it's volatility, huge investments, huge gains. They might have been looking at the 2017 boom and bust, so they want to get early and get out once the bubble is burst.
Personally I think this will somehow spark a trend on startup companies and some select tech companies focused on fintech, which will then fuel the price higher until it can't hold it anymore. It will also be these same companies that will be the downfall of that bull run once they abandon or forego a % of their bitcoins just to offset their losses.
Again, just the nature of crypto, we might even compare them to the irrational buyers in 2017, but the main difference is that these companies knows what they're doing and could get profits in no time without waiting for it to go to another bubble.