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.
Bitcoin's limited supply that causes many people to stop to call bitcoins as an investment, this happens because someone is increasingly motivated to go to bitcoin and invests in large amounts to get profit.