Because the value is determined by supply and demand. If a lot of people sell at the same time, or someone sells a big postion, the price drops. If a lot of people buy at the same time, or someone buys a big position, the price goes up.
This is why the market moves in waves, driven by only fear and greed of buyers and sellers. The market can never move only in one direction for a long time, because there will always be some sellers who want to lock in their profits by selling their position.
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