The urge to invest in bitcoin companies is the old meme that you don't get rich digging gold, but selling the miners spades.
For bitcoin, this is not correct. Just buy some coins.
Someone have to invest in companies, but it doesn't have to be you.
I would disagree. Many bitcoin related companies can be successful regardless if bitcoin is successful (or if some other altcoin is successful). They are simply 'investing' in any crypto currency taking off. With bitcoin on the other hand you will only profit if bitcoin is successful