Question on: Merchants Accepting Doge

DogecoinDogecoin
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self.dogecoin1m ago
Aside from bringing awareness to Dogecoin, how does it benefit Dogecoin for merchants to accept it as a currency? These businesses are simply converting Doge to fiat at point-of-sale at current market value. Unless they were to store the coins in a cold wallet, it has no effect. Am I wrong??