If the price of BTC keeps increasing then you would be foolish to spend it, lest you lose out on gains from holding onto it. There are lots of people who "punch themselves" for not buying Bitcoin back in 2013 or something but they forget that they wouldn't have the hindsight necessary to follow this strategy. For all we know you could have spent 10 Bitcoin on a pizza. But once you understand the deflationary nature, it becomes obvious that you shouldn't buy pizza, just hold onto it and do absolutely nothing.