Selling products for bitcoin payment would be best option. You can get the profit for selling the concern items as well as payment you receive in bitcoin will also increase everyday.
That's basically what Overstock has been doing. Keeping a bit aside, which is a (relatively safe) gamble the coin will go up, so the margin is multiplied on this one sale.
It's not worth it and they'll find out when they have to pay taxes on their corporate investment. There's so much paperwork involved that they won't make a fortune on it even if the value of their coins doubles.