IOTA was hyped a little bit, like most ICO's, but not nearly as much as EOS for example.
Since IOTA is only 20-30 cents I think it is fair to say it's at a good price if you have faith in the project. Since it has new, unproven technology, it is more risky than other projects but also has a higher chance of reward if it succeeds. Fee-less transfers are going to make Ethereum and such obsolete, if it works.