Problem there is that you're exposing the participants to volatility risk. if btc drops in price then people might be less likely to participate. Many view bitcoin as a great new technology but its price is still too unstable to actually quote products/prices/prices in. Quote in dollars, delivery bitcoin and everyone wins

I guess I imagined that being exposed to volatility risk is something that anyone involved in Bitcoin came to terms with a long time ago.

Yes, but the smart ones learned to minimize their exposure.