For any token to get highly valued it needs to be circulating in the market heavily. Just having it locked up by millions of people and shortening its supply doesn't guarantee its value will rise
Circulating more without looking at potential demand and not increasing selectivity in recruiting casino partners will only lead to greater failure.
I think because there are too many business expansions represented by this token, so when one of them stops it means a decline in utility value. I remember when it was first launched and I participated in their logo contest, I knew it as an internal loyalty gift to only freebitco users.