Is it too late to join this run?

For some projects yes! Don't invest in something that went 5-10x already.

There are so many coins that are still in the accumulation zone. $reef was one example. There are others.

If your ROI is not rising much day to day, week to week, that means that money flows from one place to another, but we still don't have much inflow, only redistribution of existing one.