I don't know if we'll see an ATH anytime soon, but when Bitcoin makes a new ATH, of course it will be in the news a lot more. Average joe can also jump on the bandwagon. During ATH periods, Bitcoin has always been talked about a lot and more people have invested in it. But most of these people are transient, they will sell when the hype is over, they won't be long-term investors.
It's good that they join Bitcoin market as new investors but let's give them time that is necessary for them to change from newbies, apprentices to true Bitcoiners in next market cycles. They can join this market as speculators or traders but with time, this market and its promising chance to get profit, give them opportunities of having their own banks, will succeed to convert some of Bitcoin newbies, apprentices to Bitcoiners.
A new all time high and news about it positively can help us getting more new Bitcoiners. It means better adoption for Bitcoin and bigger demand on Bitcoin too. In long term, price will be beneficial from new participants, new in capital, better adoption and more demand on bitcoin.