Sometimes selling at a loss only means "selling while it's still worth something". I highly encourage everyone to research the fundamentals of the token they're advertising, it would make the decision much easier to make.
Yeah, it would not be right to sell token from cheap price. But if you think you can get it cheaper, why not? Because after most projects are listed, they continue to fall down, and if you can sell them in avarage price, you can increase the number by getting cheaper.