Are rising prices of cryptocurrencies counterproductive?

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Are rising prices of cryptocurrencies counterproductive if- the cost of a good that is sold and paid for by the coin associated with the company selling it, and the crypto value goes up, will the cost of the goods sold by that company begin to go up too? Or do companies need to be more diligent in stating that prices of their goods will remain at a set price for a set amount of time regardless of the cost of the company's crypto needed to purchase it?