This is what happens when an ICO gets to be marketed, to some extent, well before the ICO. Personally, I think it's a good thing. When Nxt came out, I can't recall if it was the first, or just one of the first ICOs. People didn't trust it, especially since no one knew who BCNext was. I can't fault the guy for wanting to be anonymous, but we've learned a lot since then. If people can know about the people behind a project, if they can show some work and if they market their concept, people will invest.
Waves and Lisk both did this rather well. I wasn't paying attention to Ethereum back when it was in an ICO phase, but I imagine the same is true for them as well.
Yobit is already trading virtual Lisk tokens for BTC so in that sense the trading has already started..