Never heard of this project before but I will guess that the reason for this pump is now obvious.
"Think outside the Blocks" is catchy and can be related to Thinking Outside The Box.
In 1 pic, There is a homeless looking type man sitting sitting at a table wearing a bag on his chest.
I wonder why he looks so uncomfortable by his peers that he refuses to take his bag off while working with the group.
Maybe the floors are really dirty where this meeting occurred or maybe he has his possessions in there but the pic is a tad strange.
Yes holo has been pumped (again) recently due to speculation, just like a number of other altcoins at the moment, but it's not just based on a catchy phrase. I think you're also confusing the initial 2x exchange pump (as well as 10x ICO), that was almost certainly based on the "blockchain-less dapp infrastructure" concept, with the reality that 9 months later, it's one of the most active developing crypto projects (check coinpaprika if you don't believe me). Based on monthly development, more than Ethereum.
I'm not going to explain to you exactly why technological dapp autonomy is a valuable technological advance for applications, because lets' be honest, memes are more catchy right? Just because you don't understand how and why this could be valuable, doesn't mean that it won't be. It's ok to not have the technological understanding for certain complex projects, I imagine like most people involved in crypto you're not a developer either. Let's be honest, it's easier to make a poor meme than understand a solid project.