Is there any reason that a company would create a token aside from a desire to sell it to raise funds during an ICO?  Why not just accept established currencies/cryptocurrencies for their products/services instead?

I can't think of any other reasons to create a token.  It seems to me like it would just create a worse experience for customers, due to the extra requirement of buying the token before buying the company's products/services.  As a consumer, if I had to use a different currency/token at each store I went to that would get pretty annoying.  Seems much easier to just use dollars everywhere.  Or bitcoin everywhere.