Sure but the project itself doesn't hold or sell any zing so it won't profit off of zing price doing well, that's only meant for players and speculators. If the price starts doing really well however it means a higher apr too which can attract more funding through delegations and vial sales.
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If the project will do well, price will soar, and that will be our incentive to hold them. We can hold then for higher apr or even sell.