I think the Factom team has been pretty candid regarding their stance on the price of factom (they're not that bothered about the value), since they aren't planning to make money selling factoids (at least we hope they aren't doing that!) - This makes the whole project unique in the crypto space. Notice they don't relentlessly market factoids to you're standard ancaps because that isn't the business case - and it means we don't get the standard dev pumps everytime a new release comes out. The rise in price is more organic. On the downside, until the business case becomes achievable, the market will continue to swing like a pendulum.