They fail because they only plan to go ahead if a certain amount of financial goal is reached whereas Jarvis was going to happen even if they made 0 from their ICO.
Its all about commitment. If they are starting a project just for money sake, then they will quit as soon as they see a bump in front, but they are really committed and believe their project will change how exchanges works, then they have a great future in front of them.
Many projects just made a shiny marketing and whitepapers just to grab money during ICOs, then they sold all their ETH at the bottom because of no products after at least one year