Not controlled, but influenced. No one control the market, but there are players with much bigger influence than you and me in the market.
The market is usually irrational and momentum based, that's why price moves in trend in my opinion. Say what is demand and supply theory to do with market, it makes you feel comfortable or reinforce some faith in things you believed to be right and true, it's also a feeling, a strong feeling if you are faithful to it.
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