ICO means funds are raised for a new cryptocurrency journey. It is use to raise money to fund their project. And as I noticed also, I agree with you. They are all the same, same promise. They just differ on how will they execute or develop their project. Of course they will spend too much money on marketing. The purpose of marketing is to spread or to inform the people about what they want to offer in public. So advertisements, people who spread the words, they are well paid I think. Because they are the one who is working to spread the new crypto to others.