Lol! Buying bitcoin seems like the new business activity in the market. It doesn't matter how your core business is performing but all that matters on how many Bitcoins a business is holding.
In fact, these companies not only buy and invest in bitcoin but also invest in many different assets and investments such as gold, stocks of other companies, government bonds...not just bitcoin. But as bitcoin investors and we are only interested in news related to it, so we have a feeling that they are only focused on bitcoin. But in reality, they are just doing the everyday things they always do. Before they were just buying more gold, bonds but now they have added bitcoin to their portfolio.