A lot depends how useful the project and what technology it brings. During the fall of the market it is the best time to buy tokens of new projects but it is necessary to evaluate the project to understand its potential. Now a lot of DeFi projects appear like this
https://twitter.com/LollipopBsc/status/1537731681779453952Many people lost their money during the fall of the market. Now economical situation in the world is very difficult and many people lost their jobs. Also they lost money because of big inflation.
Fall of the market is very dangerous time for all cryptocurrency projects. But now the economic situation in the world is very difficult and inflation continue to grow in many countries. In such situation many people stop investing and all market falls.