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.
but the purpose of crypto is to become similarly like fiat but in digital form that can provide more efficiency to people. But I guess they call it as invest because they see the chance that they can earn because of the volatility of the crypto price.