The only problem with a crypto like IOTA is that many major exchanges including Bittrex, Kraken, and Cex.io do not list it. It is available on Taiwanese based Bitfinex, but not to US citizens, so the only option is Hong Kong-based Binance for many. Limited to just one exchange has limited its uptake, and this applies to any altcoin that is not listed on all exchanges.
To get in on the action for a wide scope of altcoins traders must open accounts on all exchanges which can be arduous and will rack up fees and commissions. This alone has probably caused a lot of traders’ FOMO to be realized with the latest surge in IOTA.