I'd only be willing to reward companies that take bitcoin as a payment option if they offer appropriate discounts to make it worth my while. If they aren't willing to help incentivize more people to want to pay with bitcoin by offering these discounts then they deserve their fiat or less business in my mind.
It will take some time before they see that they are saving on transaction costs and then decide to pass it on to customers. Right now, they are just offering bitcoin payment as a novelty option.