For example, Joe wants to pay for a service with the token, when he decided to do it and everything is ready for exchange the price is gained in 10%, do you really think that somebody will use such service in everyday life? 
And for now, we have a rather stable market, that is predictable, there are less and less to the moons.
Of course everybody would love to use service like this in our daily lives, this is decentralization.And for now, we have a rather stable market, that is predictable, there are less and less to the moons.
And opposite side, imagine that there will be a Bullrun, who will profit? Speculators and bounty hunters who will sell their tokens, not customers. What public opinion another Bullrun will cause? That crypto is speculation thing, where you are able to become rich, it is not about services or products, speculations only.
Customers? everyone who bought his/her own crypto is the customer itself.Institutional money will cause the market to be in bull run so stay tuned.