What a coin is used for is not the only criterion that makes it popular. There are other factors.
Marketing is one of the most effective methods of making a coins to be popular and if it is done effectively, it will serve its purpose.
Marketing also without a very solid product will only end up making the coin a shitcoins after the hype expires, the first thing a project needs to do is to polish their product very well, and make sure it meets the quality that will make it to continue to thrive in the market.
if they market a product that is not going to be an acceptable one to the public, they might get the hype from the beginning, but people will not take the project serious and it will result to quick dumping that will make one become a bag holder of the coin, so developers must first pay strict attention to the product the project is coming out with first.