For me, these companies that are accepting bitcoin are just looking to do business w/ us but it does nothing to spread the word and help further adoption if they aren't prominently highlighting on their site that they accept bitcoin nor offer any discount for paying w/ it.
They don't have to. Accepting it should be good enough and I can't see any good reason for them to be actively promoting it over other such options apart from the minimal saving they'll get from fees (but remember they still have to pay coinbase fees etc).
All these companies that make it possible for other companies to accept bitcoin like stripe, coinbase, etc should be offering better deals for the newer ones that decide to come on board. Or, penalize them for taking advantage of bitcoin's ease and efficiency of use w/o offering the consumer any breaks which would draw more users to pay in bitcoin.
I don't think penalizing anyone is a good idea. Adoption is adoption at the end of the day. We can do our part though and should continue to spread the word to more people if companies aren't going to do it.