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.
I also think this things happened more last year when the price on the exchanges after ICOs was quite high. Nowadays the value of tokens changes more slowly and sometimes its better to hold your coins from ICO.