Because if the price has fallen, it is very difficult to recover, that is indeed the risk of investing in new projects.
One thing is for sure, if any project has good potential, then It's going to be listed on Binance. Just keep one thing in mind crypto world is really wired because we have too many exchanges disappear very quickly and thousands of users lost millions of USD because they follow just few exchanges, please never keep all eggs in one basket.
Then they would belong to the 90% OP is talking. Actually good projects will be noticed more once they get listed in big exchanges such as Binance, so if there's hype when it's not listed in Binance and the project is doing well, eventually the developers will find a way to get a bigger exposure and that is getting their coin/token listed in Binance.
We can use simple math, by simply looking at the exchanges listed in https://coinmarketcap.com/rankings/exchanges/.. you will get an idea of how huge the influence of Binance is in the entire market is.