Honestly I think it's because Ambrosus has always put safety/compliance above all else. I joined their Slack channel and scammers were PM'ing phishing scams (as all ICO slack channels do).. rather than risk any of their community fall victim to it they shut it completely down and migrated to Discord. I think that killed a lot of momentum (not everyone switched over). The other one was switching the ICO start date from Sept 13 -> 22nd. It fell off some peoples radar. The last one was they put more resources into building out technical documents (all which I read, and were very high quality) rather than any flashy promotional material. I realize I'm probably the exception but I took the time to read all these things. I was impressed and become extremely informed on the project.

In the end though hype is great, but a team delivering their product and hitting their deliverables is what matters. Think about it: You hold Amber for a few years. Would you rather they be REALLY good at marketing/creating hype? Or REALLY good at building their product/growing their ecosystem and having businesses adopt their product? Marketing/hype is nice yes, but the second one is much more important and everything I've looked at so far points to them being able to do just that. So I'm going to definitely bet on them being able to do the latter