They have to do it now and be ahead to other companies or else they will just be left behind. Facebook have started to realize it, they are now working with their own coins. Its good to have more tech companies, or any businesses to accept cryptocurrency this is a real start now and hope for more.
a company like Facebook creating their own centralized and possibly closed sourced and closed (private) blockchain cryptocurrency should not be confused with bitcoin and its acceptance as payment by other companies.
the first one is meaningless to use because it is simply a big corporation making money from the hype but the second one is important to us because it increases bitcoin adoption.