In that we many companies offer an incentive to buy from them by offering a “discount” for transacting in btc and some are “spinning” that as they are “charging” an additional fee for accepting FIAT. I think a better business model is simply charging people the price you feel is appropriate and “fair” or the price you believe the market will support. 

If you want to really add an incentive for me to buy something from you, give me a share of the appreciated price of the bitcoin I give you for some time variable time period? This way we both benefit from the FIAT price going up, which also acts as a flywheel as the incentive is greater as the network becomes more valuable and it incentivizes me to keep using the network by first paying an honest price and second sharing in the possible future price.