We'll see. I was sceptical at first, but I think as the market cap has grown, it's starting to make a lot more sense.
The main question is: are people ready for a digital store of wealth? If yes, it'll likely be Bitcoin. If not, it'll falter. I don't know the correct answer.
One BTC is exactly as useful as one "MyBTC" as a store of value. You can fork infinitely. Can't do that with gold.