A holder is one that as you say, views it as an investment. A bitcoiner is one that tries to apply the bitcoin ethos to everything in his life besides just owning bitcoin AND spending it: Have control of your money, have control of your data, live and work to be self-reliant, as this is true freedom. Try to be a better person every day and project this to the next generation. A bitcoiner doesn't give into the material things in life and gets lost in that, but rather sees beyond that and appreciates the good things in life, starting with family.