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". If bitcoin keeps being a success there is another 1 or 2+ orders of magnitude of growth in fiat terms. Thats a good ROI still.
True, even every year there is always a saying that we are too late to buy bitcoin but in the end it ends the same where there are still many people who end up regretting not buying bitcoin because they think it is too expensive.
Actually, if we examine further, this saying is only a form of dislike for some people towards bitcoin as well as dampening some new people who want to be in bitcoin so they will continue to say that this is too expensive to buy in the hope that people who want to buy bitcoin will undo their intentions and bitcoin remains stagnant in its condition.
But actually framing like this is now not very useful because after all we must realize that in the end the development of bitcoin will not stop only with words like this because even though it is hindered in such a way with various efforts including weakening with the media and several efforts such as saying bitcoin is too expensive to buy, bitcoin still continues to shine and become one of the assets that is very worth buying.