water heater miners don't get to chose their pool, they mine for the manufacturer's.
that's ok. there are hundreds if not thousands of businesses that could eventually participate.
i believe, on a macro level, that these companies are driven by the same attraction we all have for Bitcoin; usage of a fixed supply, apolitical currency that should at least over the long term be stable in value. not only that, it has the potential to increase, not decrease, in value in a pretty large way. this innovative 21 business model facilitates the integration of Bitcoin into their business through the proper incentives.