In what scenarios could Bitcoin lose its value?

Got some thoughts today about what could make Bitcoin lose all of its value. I'm trying to understand why the majority of people aren't invested and what their risk assessments are. The only thing I could think of is that the country you live in bans bitcoin for some reason but other than that what am I missing? Why are people afraid to invest in Bitcoin, what are the potential downfalls in a span of say 5 to 10 years?

Please don't ruin this post with Bitcoin bro comments, other than that have an awesome Sunday.