Bitcoin was trading around upper 11K for most parts in last 3 months with occasionally over 12K and it suddenly plunged below 10K, now it's recovering and climbing upwards. Is it a right time to bag all the coins you can or is the market going to drop again before reaching another 12K for bitcoin? People that sold in 12K and bought it again at below 10K already are making good profit at this time. It's really difficult to decide when to sell and when to buy.
It is never too late to buy bitcoin, but be ready with your analysis when buying. Those who bought at 8-10k in the past few months take the risk of having it on that price knowing that the price were stocked at 7k for few months, But now they got the chance to sell at 11-12k and it means profit for them. Remember that you won't gain exponential profit in just weeks so hodling some bitcoin will take you months until you get your desired target price.