Because a store of value is better without random price fluctuations. If I am saving up for a Europe trip I want to add some value to a pot every month not gamble so i might make the trip in 2 or 20 years based on luck.

This is even more critical with companies, a farmer that sells his crop needs to insure he can buy fuel in 11 months for next harvest. Having a little more is nice, but having a little less is really bad. That risk profile is fairly common where a modest upside is not worth risking even a small dip.