The foundation of a project is what is going to determine whether it worth to hold or just to buy and sell when launched.
Since there are thousands of coins in the market, we can take the risk and go for the less popular ones so that we can make money from the market without much stress.
I don't think that we can always earn big sum with investment in less popular project because bitcoin is termed as a king and is most popular project ever so you can see that it's profit is more sure than profit of less popular project.
I personally believe that I would never invest into anything just because someone said it. Don't get me wrong, we all hear about coins here and there, I do not just come up with a random name and check if a coin with that name exists, of course I see it somewhere too, but not because someone suggested it, I see improvements, I see news, I see some new innovations, and I see MANY people chatting about it here on this forum. That's when I start to check it and see for myself if it's good or not.