I watched a few YouTube videos made by some people who are promoting this ICO. Some of them are complaining that they deposited their Bitcoins at the platform but that they haven't been able to buy since the tokens are selling out too fast. The company that runs the platform have placed a limit on the number of coins that they sell in a day. Few people have the time to wait around or to keep checking back for buy opportunities.
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Yep they did this by design to create a excitement and a buying frenzy so that the demand substains itself without the entire ICO launch.
Good point. Scarcity and FOMO are powerful drivers for emotional investors.