Tokens with intrinsic utility will increase in value, while those whose purpose is to extract value from a business will lose their value. Almost all ICO are of the later type. If you add exchange listing costs post-ICO or invest heavily into marketing, though, the total amount could end up higher of crypto market.
In accordance with the title that is making the ICO successful, well the problem is that for now the ICO has been very difficult to reproduce, no matter what the ICO developers do, if investors are not interested then the efforts of the ICO developers will obviously be in vain.