Definitely. But that's true for most everything. The worlds biggest brands still spend fortunes on branding, even though their brands are ubiquitous. Just think of car brands, cola/soft drink brands, beer brands. Many of those are so universally known that marketing them are almost redundant, yet their marketing budgets quite often make up the largest proportion of their total budget.

Given the hype around ICOs and the huge amount of competition that has flourished in the space in such a short time, often the only differentiator between one and the next will be the marketing campaign. Realistically, the target market of ICOs is still fractional, given that most of the participants in the crowdsale portion of the ICO are folks like us that are playing the still very young cryptocoin landscape.