Coinbase hype around "Lunar" will not add anything substantial. They are not offering anything that is not being on offer, moreover other exchanges are already there e.g coinsetter, buttercoin. CoinXtrader is an example that has licenses in 32 states, but is not backed by VC funding so no marketing.

The important question is will "Gemini" or "Lunar" resolve the fundamental question -  Consumer adoption or uptake. No. they will not, the only thing they will help is to dump more coins. The price is held due to liquidity issues. Make bitcoin buy/sell more liquid, then we will see price dynamics. I know there will be comments - "we are not here for price" or "it does not matter what the price of 1 bitcoin is" but for few like me it does matter.

Edit: Expect imminent dumps