They won't - since everybody knows that the current price is not realistic.  Ether is just fuel for the platform - but the engines have yet to be build.

Ethereum is a platform, not a currency.  

SHIFT thinks they are a currency and wants to piggy back on the speculation around Ethereum - but find-and-replacing in Ethereum code:
-   "ethereum" for "shiftcurrency"
-  "go-ethereum" for "shift"
-  "eth" for "shf"
-   ... and so on.  
 
And with SHIFT giving themselves 250k coins at genesis block (pre-mine?) without doing any new coding whatsoever... really?