I don't think this is confusing. Regulations are becoming more and more strict and nayone who wants to run legitimate business needs to stick to those regulations and rules. Maybe clinets don't like that process very much but in fact it's necessary and it protects the final users and provides better service.
KYC is required to some ICOs because this is the way of assuring of the workers on the bounty that they are true and existing people, of course these ICOs don't want to put their money on waste. Well, it is just my opinion based on observations because I once have joined a bounty campaign that required KYC. It is annoying at the first place, but you will understand why later on.