Any ICO can look slick and do marketing well enough to create a buzz. You can make a buzz about a nonexistent company, with the right resources.. it's easy. But ICO's can and should become a long term investment, and if you intend on keeping the token for a while.. you need to choose an ICO that has a solid plan for the future, that is transparent and has a great team. An ICO needs everything any other company needs to be successful, it's not about the actual token sale. It's about the project's future