Since the fork is guaranteed to happen at this point, shouldn't it already be priced in?

I hear people worried that the price will tank after the hard fork, but is there really any reason for that to happen? Everyone knows it's coming, it should be priced into the current value, no? If anything, I assume the price will rise from here considering a lot of people plan to dump bcash and buy more btc. Can anyone explain if there's a problem with that thinking?