most companies that accept bitcoin do that just to be "cool". they convert the payment to real money straight away .
It's way too much of a risk for them just to be considered cool, I think their intentions are more than that. Bitcoin is a global, uncensored payment method that simply reaches customers from all corners of the globe. And bitcoin management doesn't always have to be cashed out immediately.
i prefer paying with my smartphone or a watch , this is the "new" way.
My understanding, barter is the most ancient trade method in the world, not something new.