Its actually necessary these days, it is also one of the plus points which investors and supporters see, whether the team is capable of putting their money into marketing of the product and ICO or not. If they are not putting enough money then it might be a scam in the long run. I think the mentality has to be changed.
Like the way you think! Indeed all the money they invest in advertisement is because they are here for the long run! I'm very curious how the crowdsale will go, I will participate when the minimum is 1$ instead of 10000$

I hope ICO will reach that phase and wont end with hard cap before. It would be a real pity if "normal people" wont be able to participate since not everyone has 10K$ lying around.