The news in term of development are actually decent, with LN getting closer to a release, so I think this is just temporary.

The downfall is a temporary event came with bitcoins and this one happens due to some fuds scattered, the big one is the google banning the crypto ads which totally hurt the whole cryptocurrency ecosystem. But surely the price and the cap will recover soon and we will see the massive pump coming on future.
You say very well. The reason is also partly due to google, which limits the ads, leading to unknown investors many. And make sure the market will recover soon. By the head, there are specific plans to capture the market already. Everyone should be calm and invest.