A lot of depends how useful is the coin and what services it provides. For example, now many people take care of their personal data. Here is written how it is important to protect personal data to all users https://blog.inery.io/index.php/2021/09/28/introduction-to-inerydb/
It is necessary to check all the information, especially what have already been done and how experience is the team of the project. Also important to check development of the project.
It is more simple to develop a project when market raise and many people pays attention to cryptocurrency because it is very popular and a morden trend. But in such conditions it is necessary to check all the information about the project and its team.
With a lot of competitions if you are a developer you needed to sell your project more aggressively, it's no longer easy to convince investors to support you, unlike the time where ICO's are really being supported, nowadays, there are many aspects in where investors carefully observe and look for possibilities before they act and start to invest.
Investors learned from their mistakes, and now, they are really trying to work much deeper.
They value their money now, though there are also newcomers who may commit the same mistake by not doing their DYOR and blindly invest with assets that they don't have any concrete proof that it will gain success .
