It was so but anymore not if you look at a website that lists all current and upcoming icos you can see a lot of icos which you have not heard about them ever and most ones raise too little money even if they make advertisements, bounty campaigns etc.
Yes, that's why they are offering bonus, referrals, and paying for advertisement via some of their tokens..
In case, if they do not get enough fund they expected what will happen to the project?
what will happen to the investors who invested already?
what will happen if they start the project with not enough fund?