ICOs and bitcoin aren't really two complementary things. Bitcoin started out as an obscure coin for most people on the internet with only a few enthusiasts really grinding down the gears. It is then that it had picked up value after a year or so of trading and transacting and ICOs weren't even available back then. Also just like the halving of block reward, bitcoin's 10th birthday doesn't seem to influence nor motivate traders into buying more and more of the said coin, so yeah, it's not that exciting but certainly not a sign of a dying coin.