Great question - I can't say the needle has moved much for (non-bitcoin) businesses just yet, although I can feel it shifting when it comes to investors. It's still a bit early for businesses and I'm going to re-paste something I shared on another post that explains what that dialogue often sounds like and what we're doing to hopefully start addressing it!

Today, jumping straight to bitcoin is too big of a leap for the vast majority of businesses - I can give the best sales pitch in the world of why they should integrate bitcoin rewards (new customer acquisition, etc.), but they'll inevitably ask "well what about my existing customer base?" -- the answer of course is that maybe 10-20% of them would opt-in. At that point the business says well why bother. So they need a way to increase that %. One way to do this is with branded (fungible) loyalty tokens that look and feel much more like a normal loyalty point to consumers (plus no business wants to willingly sacrifice the branding attached to their loyalty program). You can still back those assets with BTC, but it's packaged in a more accessible-looking vessel. Another thing you could do is back it with stablecoins instead of BTC - I know that sounds cringe to us, but now you've really removed every objection a business might have. If many businesses do this, it also gives consumers the ability to much more easily exchange these different forms of value vs. what they have today. And of course they can always convert into sats, and at least you've gotten people onto the network from which they can easily do that.