At the very beginning they should announce it
so that we can decide if we want to continue joining the project because many do not agree with the kyc policy. As of now I don't really trust kyc giving some personal info.
Yes, I have the same opinion as yours when it comes to KYC. I have seen a post in here wherein they are selling the information in dark web for quite a fortune that's why many scam ICOs are asking as well from their bounty participants and investors to submit KYC because it would be an additional money for them too if in case they would use it for their own good. There are legit ICOs out there but I would rather wait for it to be listed in an exchange wherein I don't need to submit a KYC.
I think it's better to go straight to KYC. So then you do not get unpleasant situations when you either missed the time for verification or can not pass it at all and because of this you can not get your tokens.
They should require the investors and the bounty participants at the beginning of their ICO than announcing it at the end because it would give them less credibility if they would suddenly ask for KYC when many people doesn't want to give their personal information. They should include it in their announcement if ever.