As far as my understanding is correct since Im still new to bitcoin world, even with a chain split, there is still bitcoin. And for the price, it depends whether in what chain majority will support. Still bitcoin isn't ended but just divided. Furthermore, price increase is still possible.
Don't just read the result but rather read the inside stuff of what will really happen after August 1.
I do really agree your point because chain split doesn't make difference. It's just devide may it result to better transaction speed and low fees