The limited supply and the distribution process leads to the analogy of gold. It's not hard to also see the similarity of something that was once a universally used as currency also being considered an asset and therefore an investment. While I don't disagree with what you say I think it is inevitable and unavoidable that many people will view Bitcoin as digital gold and an investment.
I believe you're 100% right. Everything people hear and read about it leads them to believe in Bitcoin as an investment and I'm afraid there's nothing that could be done about it. As you've said, it is "inevitable and unavoidable."