ADS-B data from FR24 gives GPS derived speed, which is the ground speed, i.e. the speed of the aircraft in the horizontal plane only as seen from straight above. If you're tossing a stone off a tower by throwing it away from the tower, it will retain most of the forward velocity but vertical velocity will continue to increase until it hits the ground, thus creating parabolic flight path. An aircraft without (sufficient) elevator authority will do the same. The impact velocity is far greater than the horizontal velocity would indicate, it's the vector product of both the horizontal and vertical speed components.
Lion Air was a very different case. Fly Dubai and this Atlas crash look a lot more similar in the end phase - which bears absolutely no meaning on the root cause. All it says is: elevator authority was impaired. Period.