I would say the price should go up, but the price of ETH is anything but predictable. As we've seen with the rise of BTC, there's no rationality in the market. It's all based on hype.
If price was based on tech, ETH would be $10k+ and BTC would be a dying relic.
Is there anything like Bitpay for Ethereum? I haven't seen any major retailers that directly accept ETH, which is a pretty significant use case for any currency.
While directly accepting ETH is certainly beneficial, it would make more sense for retailers to accept an erc20 based alternative to BTC (see BTH [1]). Ethereum is a platform. Digital currency is but a single application.