No one can avoid bear market, even those enterprises who bought bitcoin suffer as well. New projects owners and developers needed to plan everything because as what I can see most of the projects die during this period. If anyone want to buy new token he should research the project very thoroughly, not only the marketing plan we should check but also their strategic plan for these things.
In regards to what OP is saying " a dump plan"? That only exists in investing in scam projects. We can't general new projects are totally useless, however, it was been known to us that many of them are scammy. Thus, if we are not too careful when choosing them, we fall into the wrong investments.