Now launch ICO requires large costs and it is not a fact that these costs will pay off.
To get money for development, they need a lot of money for getting money. It looks absurd. But primarily ICO existed for financial support of a project, not always a commercial project.
Not surprisingly, now the act of ICO itself is considered by many as the culmination of the project.
Now the situation has changed and all require a lot of money, the press for writing articles, trackers for listing, exchange for listing. But no one guarantees that the money during the ICO or ISO will be collected.