Some people refuse to take profits when their coins and tokens are surging so high.
Because greed let people keep on waiting for higher and higher value for there coins and end up selling at dip.
Since price can’t go up all the time.
most of the investors who lose are those who don't know when to sell their tokens and think that the tokens will continue to rise. not greedy is the best way to make a profit, professionals definitely know when to sell and buy.