I'm pretty sure it's a little of all of the above. The recent altcoin craze I think is bringing some much-deserved attention to some awesome projects that have been hidden under the shadow's of Bitcoin, Ethereum, etc. At first, I think people are looking for a quick buck, but then see that some of these coins like Noblecoin ACTUALLY have an amazing history and potential use-scenarios.

If/when the sister applications achieve mass adoption (see Noble Movement website for these payment, giftcard, and financial transfer apps), this token will EXPLODE more than it already has.

When something is still relatively cheap and low-key and has this great of potential, it's silly NOT to put extra money into it if you can spare it. Obviously, not more than you can afford to lose but this could be life-changing both from a technology and an investment perspective.