It won't stop until Bitcoin's BTC unit price surpasses Gold's KG unit price. In that regard, we'll have to wait plenty of more years to see this become reality. In the meantime as Bitcoin continues to grow in value, we'll keep seeing articles such as "Half a Bitcoin surpasses Gold's ounce price!" "One tenth of a Bitcoin officially equals the price of one ounce of Gold!" "1mBTC is now worth more than 1 gram of Gold!" bla bla bla. They have to do something to generate ad revenue.