As the subject goes, what could be the main factor?
Famous developer, Media reputation, MM... or Just technology itself?
So far, it seemed that marketing and market marking were the main factors...
It can be both actually. If the project has a great use of blockchain technology, it can attract a lot of investors. Some are indeed just popular only because the profit is good and realistic. Some projects that are theoritically useful but are not funded well because more people are really do attracted more to profit. It can only be both if the team that manages the project can find the right balance for it.