This what happens when you have margin trading available, people will short sell coins, then embark on a campaign of FUD (fear, Uncertainty, and doubt).
In the hopes that they scare enough people into sell their coins and tank (crash) the price, so they can close their position at a profit.
Generally Margin markets get a hiding, and it is very hard to know the real accepted value of the coin. Personally i Hate on XRP ( my personal feelings on decentralization) , so every time i see it up above 15 - 20% i will short sell it hard. The same thing happens in the wall street world, just in crypto all pretense of niceties are gone, Hence the name Trollbox, learn to use their shilling or fud to your advantage ;)