If people buy, then the price goes up. If people sell then the price goes down. It pays off early investors in the same way that Bitcoin did. Buy 10,000 bitcoin in 2010 -- be a millionaire now. Early investing works for everyone. Only if it's a good project mind you. I can think of a few coins that have tanked over the years.
Your comparison is flawed because although early adopters of Bitcoin made a lot of money anyone new who purchases Bitcoin can decide to sell and not be penalized for selling it once they have made a small or large profit, and you do not lose 10% when buying Bitcoin.
This would have been a good thing if everyone was allowed to buy in at the same time as everyone else but now the only real winners are those who have big holdings. And my personal belief is that the 20 advisors thing is bullshit and is really just a small group of people that own over 50% of the tokens. It is the same thing as having a 30 to 50 percent premine. And I am guessing you are one of those people that's why you are promoting it so much.