The value of the Bitcoin network is its utility as medium of exchange. Those use use it solely as a store of this value do so on the backs of those pushing real adoption. If we tell everyone "buy Bitcoin! Buy Bitcoin! Store of value! Number go up!" then people only see it as a useless tech stock. It damages the culture. It also puts off those more skeptical as they never hear about what they can use Bitcoin for, only that they ought to buy to increase their fiat holdings when they sell.