These companies say "We accept bitcoins" just to get media attention. Once they receive publicity, they don't really care. They seem to be real short-sighted.
I would argue that in order for this media attention to work the companies would need to, at the very least offer the same terms for bitcoin customers as they do for other customers. Otherwise the media could very well report that the company is punishing people who pay in bitcoin when it is incurring lesser costs. Sometime ago, it was news when a company started accepting bitcoin. Terms be damned.
