Yes that's more logical and I mentioned that. However, I don't see doing that myself if I was the head of marketing of a company, it's very risky to say the least. I wouldn't expose the company to downvotes from whales (1 million worth of Steem is a lot but a real whale can downvote your post in a second).
The only real option I see is integrating ads with a deal. Instead of paying with US dollars, they buy Steem (not SP) to keep the platform running.