It is decentralized. It's also open source so anyone can alter the code and create a new fork. There have been LOTS of Bitcoin forks, it's just that most of them have barely any supporters. Forks like segwit2x has a lot of influential backers, so it' being somewhat recognized.
In the end, the users will decide which chain is the main one, not the one who made the forks.
Does that mean that forks are just like an ICO who made it on a shortcut and no people earning from it just the people who has bitcoin will get their share and no developers to offer it.
So if this forks don't have any supporters it will not have any value right?