People have been saying "it's too late" since at least mid 2010. Things like, "you missed the big gains" or "it won't stay above dollar parity, it is a bubble".
When the price of Bitcoin suddenly increased slightly after the emergence of Bitcoin in 2009, many people were scared of that increase, thinking that it might be the highest price of Bitcoin. Many people were hindered from investing due to that price increase. Those who have not been able to invest in Bitcoin since that time are the ones who have suffered the most. The same situation is likely to happen to those who are currently trying to invest but are similarly surprised by the current price of Bitcoin.
If someone starts investing in Bitcoin for the long term, he will never lose. Moreover, the supply of Bitcoin is limited the number of investors is constantly increasing, which is why it is appropriate to invest in Bitcoin right now.
Your choice of words can be misleading especially to newbies reason being that even though we have believe towards Bitcoin making or appreciating in value over a long time, it is very wrong for you to say that anyone that invest in Bitcoin in long term will never lose, don't be in a hurry to forget that there is no 100 percent guarantee but yet we still have to consider the possibilities of what we believe which may or may not happen. However, I usually say that anyone that is still holding his or her Bitcoin shouldn't be counting losses because you have not sold.