I don't know if this is part of the story of why NGU has been underwhelming, but I haven't seen anyone else bring it up.
The campaign to get people to spend their bitcoin, to the extent it's successful, will reduce bitcoin's short term purchasing power, because it is a direct increase in the supply of bitcoin.
"INCREASED SUPPLY OF BITCOIN!?! THAT'S IMPOSSIBLE!!!" I hear you screeching at me.
That's not what "supply" means, though, when we're discussing "supply and demand" (although it is what's meant by "money supply". Thanks economists)
In the simplest terms, "supply" is how much is available at different prices, not the total amount in existence. Convincing someone to spend their bitcoin more readily moves it to merchants who are perhaps more willing to exchange it for their local fiat (for instance, all the Square terminals accepting bitcoin and automatically converting it into dollars). That makes more bitcoin available at current fiat prices; i.e. higher supply.
Now, most of us expect (I think) that the increased usability of bitcoin will increase demand for it, which will lead to greater purchasing power, eventually. Increased usability comes before general awareness of increased usability though, which means purchasing power will fall before it rises (ceteris paribus).
Anyway, just some random ~econ musings. Might have nothing to do with anything.