You can Google the answer to these questions. A basic identity sells for around $20-40. Add in things like a bank or paypal details and a picture of your passport and you are maybe looking at $100 from what I can tell. If you also add in bank or paypal logins, you are pushing up around $500. The reason big exchanges do KYC is so they comply with regulations. The reason most random ICOs do KYC is so they can sell your data.

Also, Coinbase have admitted that they sold customers' data without their knowledge or consent: https://cointelegraph.com/news/coinbase-former-provider-sold-user-data-to-third-parties-prompting-neutrino-acquisition