I have not seen such an ICO with 90% promotion allocation. The normal allocation for promotions is 10-20 % It really depends on the product and the project itself how much promotion it needs.
It seems to me that you havent looked into the Bounty companies for a long time. I have not seen ml total pool of bounty companies above 2 or 3%. Perhaps we are talking about different numbers, but nevertheless, few funds are allocated for advertising in cryptocurrency .