Price matters a lot. Because if you make a polling of users getting into bitcoin, majority of them were into it just based on the increased pricing. So pricing is the one that makes the people into the bitcoin usage and the rest is upon their understanding about bitcoin.
That is right, the reason investors and users try to put their money into bitcoin is because of it's volatility. They want to earn profit from the fast changing price of bitcoin every minute, and it is the most highest price of all digital currencies so it is obvious. And it is predicted that it will be pumping up more so it is making investors and users hyped to invest more in these digital currency.