It would matter if all of their customers' earnings were also denominated in BTC. It would dramatically affect their customers' spending habits. For example, while they might be willing to borrow fiat to pay for ads, they might not want to borrow BTC for this same purpose because they know that they may not be able to meet repayments (e.g. BTC's scarcity means that it may not be possible to acquire back that borrowed BTC in the future; cost of BTC is likely to be higher due to the deflationary dynamic). Hard money would affect behavior in profound ways.