Well if they don't, it's their own mistake really I think it's pretty clear that we're launching a couple (yes more than 1) of completely new features and if they want to wait until after the releasedate, the price will obviously go up.
Best thing to do really with the current price is to mine scrypt or x11 at our multipool. Very high payouts at the moment. Especially for x11 which keeps you cold during the hot summer.