I use the bitcoin as a currency. I earn the bitcoin by mining. Then I use the bitcoin to buy the online goods.
That is a very good cycle for the bitcoin. It helps the circullatioin of the bitcoin and the final adoption.
When many of us use the bitcoin, more people will know about the bitcoin then the price will rise again.
If they start buying themselves some coins, then yes, it will help the price go up. But if they are just here for the rewards and give-aways like a lot people are nowadays, then what effect will it have on the price? I say next to nothing.
I think it has a minor effect on the value, since it starts to remove some Bitcoin from the overall equation and makes it more scarce to an extent, but I do understand what you mean and chances are it really doesn't mean anything to have people just show up for the free things. Maybe if they start to get more involved they'll begin to buy, but there are never any guarantees of that.