These places are not actually cryptocurrency. They are using a 3rd party that instantly converts the bitcoin t ofiat. I would be more impressed if merchants were willing to actually hold bitcoin which would show a great faith in the entire ecosystem.
You gotta start somewhere. I believe if there comes a time where these big companies and multinationals start accepting crypto, especially bitcoin, as a payment method, they'll opt to use these 3rd party crypto payment gateway from the very beginning just to test the waters. As adoption grows and these companies find out there's actually a lot of demand for payments in crypto, they'll probably start accepting cryptos without a 3rd party. I think it's "safer" for a company that's never accepted cryptocurrencies to use a 3rd party instead of accepting crypto right away.