1) The very bullish trend channel that began at ~735 USD is not sustainable. Bitcoin is not ready for mass adoption because of the scalability problems, so the money incoming is purely speculative. And most of the speculation is probably related to the ETF.
2) Apart from the ETF there are no fundamentals that would back a sustained price rise. The stalemate in the Segwit/"big block" discussion is fundamentally bearish.
3) The "danger" that an altcoin could take significant market share from BTC is growing. Look at Dash, Monero et al. (I personally dislike Dash because it's instamined - but what about Satoshi? And Monero seems OK.)
That obviously doesn't mean that Bitcoin is dead. Trend reversals happen and will happen again. Best we can expect is that the reversal this time is less harsh and maybe could pressure the devs to accelerate a scalability solution.
but what make you think that current value represent mass adoption? nothing make this true, in fact with the true adoption bitcoin would be at $50k, not at $700, $700 is a joke man, it's not a value for mass adoption, and we don't need to fix that issue to have bitcoin holding at $1000, but i agree that it must be fixed for the future to make bitcoin stronger