I agree with what you said that the company can gain in 2 ways. Thru profits coming from the sales itself and at the same time, capital appreciation coming from Bitcoin.
On the other hand though, the company can loss in 2 ways too instead of one. Thru losses coming from the business itself and with capital depreciation coming from Bitcoin.

Lets also take note that this adds risk to the owner of the business since Bitcoin is very volatile, there might be a chance that it will go down at the time when they need to sell it and vice versa. I would love to see businesses accepting Bitcoin though since it adds to the adoption rate and its another way to market it. Maybe in few years, we may see more and more businesses accepting it.