Making an ICO now is more about advertising and work with community then the idea or business itself.
Making an ICO requires a team of minimum 5 people with good skills.
If an ICO isn't advertised propely it won't get a lot and there would be no token growth for investors too.
It would really be required to have a team and running it alone would really be tough and as you said if its not been advertised it properly then it would be still useless. Reading on the plan of this project i can say that its just a team building without any strong purposes.