I agree that it should absolutely be counted, but as I stated in an earlier post the pilot should also have experience in FW aircraft. Make some kind of rule that helo time is only to be counted provided that the applicant have at least an ATP in a FW aircraft. Something along those lines.
Until a standard like that is in place management will always be a little hesitant about counting helo time. One reason being is that the most critical phase of flight is during takeoff and landing. Any monkey can fly straight and level, but if its the middle of summer and you're in your heavy 777 traveling at 140 knots past V1 and you sh!t an engine you have about 300 people counting on your V1 cut. That is something you will never get to practice as a helo guy (or as a C-172 guy for that matter). Now granted, taking off/landing/hovering/autorotation in a helo can be just as challenging, but the skills and practice needed to perfect those maneuvers are not needed in the airlines.