Its like an election,bigger budgets are commonly winning the game and those who doesnt have good budget but having good advocay normally lose,that is how the market works the more influencial the more chances of winning the heart of each investors to join and to invest to a cetrain project or ICO.
I didn't want to bring the politics here, but if you mentioned the elections then you should know that in the recent US elections had won the candidate with much less numbers spent. The difference was almost
half of billion dollars. So the only amount of money is not making the weather. How you spent it - that's also a key factor.