People who did this is those people who has insight of bitcoin as a a means of payment not a as a commodity.

Coins.ph does have a feature that your funds there were not affected in every move of bitcoin price (if you want), so it's okay to use it as a payment method for almost type of bills, from private to government facilities, utilities, insurance, gift certificates/cards for most of the famous stores, game credits and can even pay for donations to charities and etc. That's why it's too hard replace this service (bitcoin related) here.