1. Traditional companies integrating crypto (or starting their own)
They can create on their own if they think that it's more reliable for their business and company. If its productivity, let them what they want to do but for me, for someone that sees a lot of this lately, they should start focusing accepting bitcoin, ethereum & litecoin.
2. Crypto exclusive startup companies (i.e no existing business or customer base)
Start ups can ride the popularity of crypto but it won't do much effect for their business, this is what I've noticed for most startups.
On one hand crypto start ups are the pure option but on the other hand the first option will bring more users into the eco system?
Yes, because they have their brand and they are already popular.