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.
You must be naive to think businesses just like to pass savings to customers. The only reason they do that is competition. Remember lower cost doesnt always mean cheaper price. BUS 101 here