The crypto market lives according to the laws of the usual market-if the demand for one product increases,then the demand for another decreases, respectively, the same happens with the price.
This statement was also in my mind, of course, the demand will make altcoin pump and maybe this company was pumping their coins price during a downtrend as what like the post above of mine stating.
Remember altcoin is just altcoin and it is not the same with bitcoin, so if there is keep bumping coins while market cap is red I am sure there is somebody makes their price expensive while the market was a decrease, and that is a marketing strategy to the