American Express and Santander Embrace Ripple: XRP to Da Moon....or Maybe Not

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I discovered Steemit through my dabbling with cryptocurrencies. Part of me wants to be a day trader, but I tend to find myself only investing in coins whose projects I like.

So it's Steem, Blockcat, FunFair, Litecoin, Vertcoin, SIA and ETP for me, along with Ripple's XRP

I've held XRP of some time, so when I saw the news that both Santander and American Express were partnering with Ripple, I was expecting a huge pump....

https://www.cnbc.com/2017/11/16/american-express-santander-team-up-with-ripple-on-blockchain-platform.html

And there was to an extent....but nowhere near the the level that I would expect such an announcement to generate.

Am I missing something, being naive or is there another reason for the relatively weak rise and subsequent fall?