Not too late, you can try to join on the ICO. And that will give you a chance to buy the cheap coin. I can say  If you're trying to buy at the ICO price and you will get a cheap coin. Looks buying instantly through the market is too late for us. The whales are accumulating his profit through invest on ICO such as BAT, Aragon, And Gnosis. But I believe if another upcoming ico will be success caused by the whales are trying to flip his money.

But better to buy on the market rather than try to join with ICO. That gives you more guarantee.