The price goes up (or down) because someone bought a stock at that price... For every buy, there's one sell. For every win, there's a loss.
It's easy to see that this is nonsense: I could buy a widget from someone for $1, then turn around and sell it to my brother for $10000, does that really mean the widget is now magically worth $10000, and we doubled our collective holdings? No, what actually happened is that we together still have that same $10000, plus a worthless $1 widget.
Derivatives like options can be zero sum, options expire worthless.