Some people made money on way up, much more will lose on way down. There were lots of positive comments on social media during uptrend, now it will be opposite and dissatisfied people will be even more vocal. The press is too increasingly critical. There will be also more regulation, many favorable myths are bursting (that it cannot be manipulated, regulated, that it is usable as currency, that it is more just than current system etc.) and more exchanges will go down which will mean even more bad publicity. There will be swings (pump and dump) but I guess that general trend will be the price falling.