That's okay though. As bitcoin proliferates large businesses will eventually start cutting out the middle man. But currently, with the drastic swings, it's not

That's okay though. As bitcoin proliferates large businesses will eventually start cutting out the middle man. But currently, with the drastic swings, it's not a sound economic move (especially publicly owned) to actually have holdings in bitcoin. It requires infrastructure for cash exchanges too. Is Expedia going to pay its dividends with its bitcoin reserves? Not yet!