There are some situations where things don't really goes as planned and all happens due to some factors that are beyond or above their ability.
DIA for example, it's a good project no doubt. They raised aprroximately $15 million in their token sale, the rest of the token were burn for transparency.
It was listed on top exchanges like Okex, Bitmax, kucoin and then the giant place Binance.
Unfortunately, kucoin was hacked and DIA tokens were among the stolen tokens that was dumped on Uniswap by the hacker.
Today, DIA is still struggling with price maintaining.