I have heard about bitcoin when it all started and did not give a damn about it. Then my friend invested a lot into mining not because of financial incentives but because it was fun. It was fun for him that he bought the GPUs and then ASIC miners. Bitcoin was worth peanuts back then.

Then prices started to grow. I thought it was too late when it was on 200. Then the value dropped. And then again the price increased to 1000$ and again I waved it that it's too late. Then the price dropped to 400 and then again it continued to grow until today.

You will always be late to invest if you do not do your homework or are too risk averse.