They should, yes, and I think still will, in the long run. For the majority of the companies that are unprofitable, moving the treasury to BTC will allow them to continue to operate at a loss for a longer time. Maybe they can reinvent themselves and become profitable again. But if they don't, they'll die, eventually.
Discussion
The CEO actually looks pretty decent, maybe they'll use the time and money to pivot.
GME? Who we talking about.
Nonetheless, I applaud the efforts of these companies as a last-ditch resort to try to remain alive longer. And obviously any profitable company adopting BTC as their treasury asset is gonna succeed big time.