If they had faith on the long-term future of BitCoin, they would have accepted them as BitCoins and stored them as some sort of an investment rather than immediately converting them to USD.
Companies don't like having their costs in one currency, and their revenue in another. It's called currency risk (http://en.wikipedia.org/wiki/Foreign_exchange_risk) and companies generally try to avoid it or hedge against it.
Isn't that a bit paradoxical? If the long term success of BitCoin rides on people using it to make transactions (e.g. paying for games by zynga), then what good is it for businesses to hoard large amounts of it for speculation?
It's still a method of accepting payment.
Don't forget that bitcoin is also a payment system.