These businesses are building private solutions using their own forks of Ethereum. How would this affect the price?
Yeah once I realized the alliance won't be transacting on the public chain it made that news have far less weight than it did when I originally heard it. Sure it's a good endorsement of Ethereum and I'm sure they will contribute code back to the project, but they won't have much of a reason to buy ETH or make sure the public network can scale if they are using it in private networks.