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It won't, for the same reason that the hype of non-digital gold is perennial.

Economists put the gold standard behind them decades ago. It's practically universally agreed that it's too inflexible to base an economy on. Fans of the gold standard want an absolutely rock-solid place to put their money, but that's not compatible with a dynamic economy.

Further, there is always going to be demand for some way to conduct illegal transactions. (Not all purposes for that are nefarious, though there's more demand for that.) That doesn't have to be "digital gold", and not all digital gold is suited to that task, but there is enough overlap between the goals that it's going to mean that there will always be something.

Another great time to buy more Bitcoins.