Branding something on a larger scale can earn you investors' trust and money, but you must be worthy and capable enough to meet their expectations. I don't know much about Heart's history, but if he made such big promises to his investors, then there is no bigger fool than him. He was either not smart enough to escape after committing this scam or was shocked by the results, which were a total failure.
As investors, we shouldn't take heavily advertised projects as facts; instead, we must do our own research. What role does tokenomics play in the bullishness of the token, and why was Heart so confident in the project when he shouldn't have been? There's always a downside to everything.