For me it is already a dead coin, I didn´t hear about any XRP progress for about 1 year. While Ethereum developing the most advanced blockchain solution: Ethereum 2.0. Tron comes with Tron 4.0 update that will allow use of smart-contracts anonymously. IOTA even they have a huge problem continuously developing more decentralized DAG technology. But XRP? Nothing.
You are right. Ripple is not concentrating much either on the development, or on the adoption. The promoters (Jed McCaleb, Chris Larsen, Brad Garlinghouse.etc) are interested only in making money for themselves and they have shown hardly any appreciation for the original concept of cryptocurrency. Initially there was a lot of hype, after a few reported deals with some of the banks. But for the past few years, there have been no improvement in this sector.
I think they have a reason for that.
But we can see that xrp is still running good in the market, its price is still moving forward and it continues to maintain its position as one of the top altcoins. It means that, it is not dead yet because it is still in function. What a dead coin does is continue to drop its price just like a useless thing for everyone.