Every sell has a buy, but it is not the same.

If someone is selling regardless, they will sell at the lower end price and maybe even lower the price even more to sell faster. While someone is buying on the other end, they are also buying on the lower end causing the price to drop.

If you want a token aggressively, you will bid on the higher side and maybe even raise your price causing it to go up. So while there is always a buyer, if everyone is trying to sell the price just continues to go downward or in Hive's case just doesn't go up.

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