well yeah, that's why i said whales or potential new players. and i still don't many people will say "well, i need to get some bitcoins so i can buy something from dell."
True, people are more likely to buy with bitcoin they already own, rather than go out and buy bitcoin just for the purpose of spending at Dell.
If companies start to offer discounts for paying in bitcoin then people would likely purchase bitcoin for the purpose of using it at the merchant that is offering the discount, and would potentially purchase more then they spend.