Especially the smaller market cap coins. But even big coins like XRP, ADA etc I can almost gurantee you that they are paying for shills.
Don't beleive everything you see in Youtube and in Reddit. ADA to $10 eoy
Theta to $1000 and all of this shit.
I do not disagree with this view point as the developers might be paying for shilling their project and during the bull run they might be employing these tactics to attract investors thereby making a huge profit of themselves as well. This nothing new and so is the reason you need to be smart enough to understand these trends and if the shilling is higher make sure to get in and get out at the right time rather than holding till the end

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Youtubers get 30K for 1 video to talk about the coin
You mean $30k for a video to talk about a coin, i guess that is not the truth because it is serious huge money.