BTC price is too high now and people store it for more profit.
Do you think big companies could choose another one for payment unit instead of BTC?
Sure, or Litecoin!
The reality is that the market is driving Bitcoin to be a store of value rather than an every day currency. The only exception is the people who got in this year as a small deposit gamble, have made a few thousand and now want to spend it.
Additionally, Bitcoin debit cards are reducing the need for merchants to get into Bitcoin to accept it for payment. The frustrating part is that it brings the middle men back into the financial transaction...which is totally antithesis to the idea of Bitcoin.