There are many factor which are the responsible for ICO price. One them is demand. If a project supply is limited and it has a big demand then it will be consist a high price.
Price demand will make the sense once the token had been listed on the exchange before that you need to wait until the tokens to reach that level. When the time coin gonna start launch in the any exchange it will not be in the big price.
When the pre sale starts that time you can see more cheaper price than the crowd sale time