They probably know what others don't... or they simply believe in Bitcoin. There is more and more technology around us, and blockchain seems like the perfect tool in that environment... it can be applied to many things. It connects even the most distant points in this world, making (or will make) many things faster, better, cheaper, safer, and simpler... I probably forgot to add other important stuff.

I'm not sure which company will invest in crypto next, but what I do know is that those companies that are already in it will continue to do so... and others will join in, it's just a matter of time. And don't forget that the first ones always have a head start...