Gemini launched, and the price didn't tank, actually nothing really happened to the price because of Gemini recently, unlike the Coinbase launch. Good deal, let's continue a steady uptrend through the halving!
Gemini appeals to what i call the "cautious adventurer". The 'adventurer" market for bitcoin is quite small as so many people do not know about or are unsure what is going to happen with it so only a small % (adventurers) will be intersted in buying at all.
Then we come to the exchanges - the existing will have accommodated most of the adventurers if they had really wanted bitcoins. Gemini though would have appealed to the cautious as it has the normal bank "protections" but they would still are just a subset of the adventurer market not a new market.
So it was not expected there would be queues to get involved especially since bitcoin has since the beginning of the year been in a $200-$300 range. So if it went to $200 soon and they bought in at $240 (current price) they could easily have lost $40 (16%) on every bitcoin. And if they were thinking their 'rushing' to buy might put pressure on the price (and that is possible) they would be even more reluctant to act.