Typically, advertising costs are variable. The remaining costs are very difficult to optimize, so the change in shares will occur at the expense of the advertising budget. In case if it is required.
It is reasonable, it turns out that the size of the soft cap reflects the budget for creating a project without taking into account (or with a minimum) advertising.
I think so too. Apparently the question of conducting a bounty campaign depends on how much the project will collect at ICO. If the fees are in the amount of at least two soft cap, then the bounty campaign will not be conducted.
