They want to keep the price low because of the shop. For them earning money is easier when a single token costs less than 20 Cent than to scare of customers with a 2 or 5 dollar token. They don't care about the btc price or volume as long as they can earn some bucks with their own marketplace.
I don't see any correlation between keeping the price low - which would be dumb since I spend hours in this thread trying to decipher which posts are real concerns/questions and which ones are just troll posts instead of spending the same time being efficient on other matters - and "scaring" people out of the shop.
In a lot of games there is a soft currency used to purchase game items, and players are used to that. Prices of items will correspond to price of NxC, and I don't think any player will worry about this. It's impulsive buys, most of the players will buy NxC to spend it immediately.
And frankly, while we don't always agree with some of you guys from blockchain & trading, here on Bitcointalk and elsewhere, keeping the price low and making you angry is not the goal. This project couldn't exist without initial backers, and other members helping us on a regular basis (some of them daily).