Well, after the bull run there are not other people that will fall for this FOMO and buy and buy as it happened in 2017. Now they are more cautious and afraid that the same thing is going to happen with the Bull and the bear run right after. The best way is to keep bringing more people and get them involved in the ecosystem so as to increase the mass adoption.
We've already had at least four dramatic bull markets in bitcoin history, and it certainly didn't scare traders off each time. On the contrary, the dramatic and rapid increase in bitcoin price has attracted more investors each time. When the next rally comes around (if indeed, it happens at all) things will get crazy, guaranteed.