That's why I always have to laugh when I hear about such-and-such a company "now accepting bitcoin!". They don't get bitcoin, they get USD, so they don't care. Want to buy something from Overstock? Take your USD, buy some bitcoin, put it into your Coinbase account, Coinbase sends USD to Overstock. It's like buying an Amazon giftcard for yourself--just an extraneous step between your original USD and the USD that go to the merchant's account.