Surprisingly, I'd actually agree with this statement.

As Machiavellian as it sounds, what a lot of good projects struggle with is their PR and the presentation of their project, which eventually leads to no community interest and an eventual decline in total market engagement with their coin.

A successful project MUST have a good marketing team to back up an already good product, and you'll see that being the case with EOS, TRON, etc. But don't forget that a solid WP, roadmap, and team are all prerequisites.