I think that the more Bitcoin will be adopted, the bigger the price should be because Demand will increase.
There is no reason for the demand to increase unless the merchants provide discount enough for the customers to try and get Bitcoins. Usually, fiat works as well for the customer to buy their products.
This is what I've been saying for quite a while now (ever since all this news about big merchants accepting bitcoin became a semi-regular thing). I would've thought that Bitpay was orchestrating their pitch to companies willing to accept bitcoin and that they'd get even more business from bitcoin users providing they allow the protocol's advantages to allow for discounts to be offered by these businesses. Then, the end result would be better for the bitcoin price as demand would be a reoccurring thing in the overall market and make bitcoin a steady and demanded payment mechanism. Even w/ ATMs popping up there's really no incentive for anyone new to want to use them unless there's a sign at the businesses' payment counter incentivizing people to pay w/ it for a ~10% discount or so.