Bitcoin is the hardest money and the most superior form of money humanity has ever used. Compared to the fiat system  which is a complete pyramid scheme that relies on constant money printing and injecting fiat currencies into circulation Bitcoin stands apart.

Fiat printing causes inflation and the rising cost of everything, while Bitcoin has a hard monetary policy, a clear issuance schedule, and inflation that gets cut in half every four years until it eventually reaches zero.

The loss of Bitcoin only adds to its scarcity.
But the main reason why Bitcoin will continue to rise forever is the endless inflation of the fiat system Bitcoin has no top, because fiat has no bottom.