Bitcoin has good potential (I'm sure almost everyone on the forum will support this opinion) for the future and that is what keeps the value of btc at such a high level. Even the current $20k+ is an impressive result.
Of course, there will always be those who lose. Even among investors in btc. This is primarily due to the actions of the investors themselves. Wrong time to buy-sell, and lo and behold, you are already with losses.