Holding thousands of bitcoins as a startup seems like it would introduce a lot of volatility, even if the long-term prospects of bitcoin are good (still need to pay the employees).
See also this quote from Rothbard: http://blog.oleganza.com/post/43378777734/on-circulation-of-...
Many businesses and people still require to get paid in USD (EUR, etc) in order to do business. This may not always be this way, but as of today it is.
What's important is how many people own it. Not who exactly owns it. Today Coinbase/Bitstamp are doing good business by connecting people who want to buy BTC and sell BTC. As more people will get paid in BTC, more transfers will go directly from customer to employee without exchange intermediaries. But the real adoption does not depend on amount of transfers. That's secondary. Real adoption of money as money is in how many people hold it at every single moment of time. More people -> more demand -> more liquidity -> more value -> more trust.
Hardly behind the scenes...
Coinbase could abandon Bitstamp if they wanted to, since they have their own customers selling and buying coins (therefore providing a supply of coins, and a way to liquidate them). And Coinbase also trade coins on multiple other exchanges (according to their claims). This makes their overall Bitcoin trading activity decentralized with no single point of failure.
We started with the speculation, then these companies will keep pressing business to support Bitcoin and then potentially it reaches a tipping point and has its own momentum.