My amswer now will not be my amswer in 5 years. But at this point in time... Any companies now accepting bitcoin are trailblazer as you say, setting the relative price/quality terms.

From a business perspect existing companies charging more signal to other companies bitcoiners are willingntonpay more so they can have better margins, especially considering the initial cost (money and time) for a normie business to accept bitcoin at this stage. It has to be worth it for them at scale.

From a retail adoption perspective if prices are being discounted for bitcoin it signals to consumers that adopting bitcoin is beneficial and preferred. More people buying quality goods at cheap prices. At the expense of business adoption, it will drive consumer adoption.

So then the question is, at this current stage, is the bigger and more efficient goal consumer or business adoption? Imo we need more businesses. Retail is "tapped out" so the effort required to onboard that next normie and convincing them to spend their bitcoin is far higher than convincing the next normie biz to accept bitcoin. A single person buying bitcoin might realistically only spend sats a couple times a month but a business that accepts bitcoing might only get a customer a month that buys with bitcoin but they'll get 30 customers a day seeing their "Bitcoin Accepted" sign. At scale, 100 businesses that do this moves the needle more than 100 new bitcoiners hodling.