all could happen, see now many turn to ethereum.
Because many ICOs are paying using ethereum .. so the users or investors will glance even move to ethereum
no one knows the price will go up or not, it's true there are so many ico using ETH but it doesn't mean that using ETH on various ico will increase the ETH price in the market because the price of ETH is not seen from ICO but based on other coins for example bitcoin.
but in the long run it will have an impact if many ico use the ethereum platform. because of course it will form an ecosystem within their platform that will be able to increase ethereum prices