Bitcoin mining is very lucrative when you decide to going in for a long term investment plan. The profit nature of bitcoin mining strongly depends on how long you decide to mine without pausing or quitting. If you invest $10k into building a mining rig which generates about $50 worth of bitcoin within  a day and you decide to mine for a year without touching your Bitcoin earned via mining, the profit will be massive even if the price of Bitcoin is down.  Bitcoin mining is not short term something to judge how lucrative it is.