The early buyers sell to take the profit- the price drops- they buy back in at a higher amount.

As time passes, it will even out.

As the projects release- everything is going to be just fine.

Such as this announced yesterday-

https://www.atari.com/atari-teams-up-with-karma-the-game-of-destiny-to-support-in-game-purchases-using-atari-token/