Yes, because when I would see big exchange like binance is supporting a token then that token must have some good qualities. The exchange like Binance wouldn't support garbage token for sure. As an example, we can see Huobi Token did very good progress in the market. So, me personally would trust IEO which launch from Binance.
But also as a natural investor, we should do some research where we are putting our money. Because launching from only popular exchange doesn't give you profit.
Agreed, when it comes to big exchanges they have certain criteria to be fulfilled to get launched through Binance. This is a big stepped process and they expect a big list on this. Every project won't fulfill this, some seems silly and there are some important factors as well. They're transparent and gives the clear information about the project, which also adds value to the project by the time of launch.
However, even after research and continued tracking about the project and investing further there are cases in which the investment has gone into loss even with projects launched through Binance. This way Binance helps in adding legitimacy to the project while success of the project isn't determined by the listing on Binance.