It's hard to judge. Of course, you are right on the investor side. But more advertising is not harming anyone. because more people know about your project. 2% Of the total budget, this small fee for what would prevail new investors.
Well, this competition is not like they do not belong to the air drop. This is a competition to attract more users to the new exchange. For large projects, spending 10-100,000 on advertising is not much.
Of course there are projects that do not need advertising. But how many are today? 1-2 per year?