Even everywhere I read this coin is a SCAM I have invested a small money in it. My personal felling is that this coins is not a scam. I consider that the team was not prepared for such a huge increase and thy were not able to manage a good communication way.
You are right in that they need a formal PR team. Justin on his own isn't cutting it.
And he does appear to be on his own dosen't he? Where's the team, where's the development? Hyped up beyond all reason.