Why do you think companies jumping on some hype train is indicative of much at all? For Bosch, for instance, it was the VC part of the company making an Iota investment - I'd say investing in unproven tech is their thing. Deployment in actual products would be something else.

Also, it seems logical at this point to disregard anything coming out of the cryptocurrency subreddits. They drink their own Kool-Aid.