Let's say I'm Asus, the technology brand. I analyze markets. Let's say Hive has hundreds of thousands of accounts with substantial value. The laptops I sell are marked up 30% on average and sometimes higher. I target the Hive market, offering to accept HIVE. I throw in a 5% discount as an incentive. If you purchase my laptops with HIVE instead of cash, you save 5%. Finally! People on HIVE can get flashy new devices with the push of a button!
All that HIVE goes into my ASUS account. I'm basically buying HIVE at a discount since my product sells at a higher value than it costs to make, all while gaining influence over the HIVE chain itself, or I'll sell it. So instead of a 30% markup, I could get.. more. Way more. Can't sell it all as a lump sum though. Other consumers would be loading up wallets (remember, they're getting a "discount"), so they pump the value of the token. Keep in mind, all HIVE that was earned did nothing to pump the value and will not contribute to pushing the value down until there's a reason to get rid of it. I'm that reason (Asus).