Is Bitcoin Adoption Killing Bitcoin?

An open discussion about what it means when a merchant states that they "accept Bitcoin" -- can this be both bullish the payment protocol and bearish the market price as BTC is converted immediately to fiat via the processors ?-- could this just be a marketing ploy by BitPay and Coinbase to get the Bitcoin faithful to be the most vigilante of sales people for their product? This and other discussions over drinks and food at the Herk