It is called price fluctuations, market corrections, someone is selling their own ETH and someone is going on to the mode of panic selling due to some factors that we've already know, we can also consider the ads ban on the social media giants and the biggest search engine in our world, ICO's have a vital role in the growth of ETH as to why it is falling is because some projects paints a negative impression to people that results from withdrawing to cryptocurrencies, hoping those scams will cease to exist.