Simple: They get the opportunity to multiply their sales. Above all in the goods I mentioned the number of sales is more important than the value per sale. Producers of digital goods make profit with every copy. They will get more sales when they are "caught by volatility", because for people it will be an opportunity to escape from a crash.

And in every sale they make this way, their brand becomes strengthened. They can even use the "Bitcoin backing" as a marketing vehicle.

It is the same logic like behind special offers of supermarkets.