They tend to move when you least expect and when everyone starts to lose patience.
Most of the people are not losing their patience because of the catapult release, they are losing it because of the zero marketing!
The NEM team is just ignoring the basic rules of a corporate management and this is really annoying

If the NEM team would release a new plan for a big marketing investion XEM will go to the moon directly!
If investors vote positively, then the moon is already close.