well i think they are, there is a rumor that Zuckerberg is investing in bitcoin. And hell yeah they know that it exist.
Actually, even Bill Gates himself praises bitcoin in an interview saying nobody can stop bitcoin not even him so i believed this is more than words but they will invest using bitcoin so maybe this is the reason why bitcoin is keep going up because of billionaires huge investments pouring in bitcoin. Business and Investments are always in favor of rich people.