I mean, there is no way everybody is going to win. You need to sell your coins to make a profit, somebody needs to buy it, including when we're at the top. Whoever that is, at some point in time they'll face a huge loss whenever the bear market happens unless their business doesn't rely on it to make profits, such as influencers that I believe never actually care about the project that they shilled. This is not exclusive to crypto either, traders or investors get rekt regardless of what market they choose, the difference is probably the time it happens.
And what do you mean bullish enough anyway? Believe we will get new ATH (which we did recently), albeit not by much iirc), believe we won't get any retrace? Buying a ton of alts and getting a loan to buy Bitcoin, or what?