The 'big buyers' get in early, before you or I can. Then you and I get a chance, which drives the price up. The 'big buyers' sell at the peak, and that forces the price down to at or below the price you or I bought in. So not quite understanding, we fall for the 'sunk cost fallacy' and hold on for dear life. The 'big buyers' continue to sell. And that's where this situation has gotten to so far.