Yes, but "they" must understand that sometimes you have to invest first, before you are invested in.
Now that the Summit is canceled, smaller projects will have a much harder time to showcase on Token2049 instead. Different audience and more expensive overall. I guess most will simply cancel all now.
We need "marketing", or whatever you wanna call it, to connect the great Cardano tech to the "real world" with usecases/endusers.
Marketing is not about driving up the token price.