Bitcoin has been rising since 2009 and it had many ath and hype , especially on december 2017 where it reached its bigger ATH , but why did institutions did that now ?
Bitcoin space is way more mature now. And probably one of the reason for some companies fomoing in is because bigger investment companies have come "out of the closet" as BTC investors. These purchaces that were made public are raising a lot of confidence in the fundamentals of BTC.
The foundation now is more solid, than 3 years ago. So these institutions are quite confident that bitcoin will not go down fast, in case it will go down. They now believe that bitcoin has future and strengthen its use case during this pandemic crisis. As we are aiming to have digital payments to avoid the use of cash, one thing that comes up to be viable alternative is the use of crypto. So they are looking at it as a good alternative payment option, which will bring massive adoption just like what PayPal did, integrating crypto in their system.