Almost all ICO raises there price on the main sale so that early investors can have an incentives but it will also cause a dump in price if the value is to high.
But now what happen is the opposite. Unfortunately common people aren't seeing the main sale as attractive as last year anymore, especially with knowing that they will get the highest price.
But hopefully the market will reverse later and Jarvis will get a nice timing to conduct an ICO.
you can't predict these things and ICO's have to give incentives for early adopters.