Trust me, I am following very closely what is going on with Bitcoin. For almost a year now, I have been telling people that the future of Bitcoin is not as a speculative investment, but rather that it is a new payment protocol. Think of it like the FTP protocol, but for transferring wealth instead of files.
As a merchant, Stardock would be taking no currency risk. It does not matter what Bitcoin is valued at. Whichever payment service provider they chose (coinbase, bitpay, ext), would give them a quoted Bitcoin (BTC) price for the product in that second. They tell me (as the customer), we will charge you 0.12 BTC for the GC3 Pre-Order. I send them 0.12 BTC and the payment service provider deposits cash into Stardock's account that night for less then a 1% fee. No credit card charge backs, no 3-5% fee, no waiting weeks to settle accounts. It is simply a new payment protocol, with very little difference to Stardock's bottom line from accepting Visa. Except that it's actually a cheaper and safer alternative. Safer because Stardock doesn't take currency risk, and the customer doesn't have to give out sensitive personal information over the internet.
There are companies that are currently working towards systems where, as a user, when I buys something online my account is debited in dollars -> then transferred into BTC -> sent to a merchant -> then the merchant's payment service provider convert's that BTC back into $ -> deposits $ directly into the merchant's account.
In essences, no BTC is ever really seen. It becomes a network protocol for settling accounts. Currency swings do not matter. Drama, hacks & bugs don't really matter, because the payment system users don't ever actually hold BTC (unless they want to.)
I hope that makes sense. Obviously not everyone is going to be stoked on it, as it is a very new technology and there are obviously a lot of issues still to be worked out. But I think the rewards way out weights the risks, especially since the risks are almost 0 for a business accepting Bitcoin through the system mentioned above.