I consider everything but come on man the majority of the people who join ICO don't give a damn about all you have mentioned above. people will buy if they get the hype.
Well for me it's about the idea behind a project. I only participate in a few ICO like, wings,wave,rise,alis (don't judge me on rise pls) because I see their vision about something different in this crypto sphere (pls don't judge me about rise again, I know that one is stupid in the beginning) and they turn out to be a good investment, well yeah waves kinda suck because their rough ico distribution and their polo screw up listing, but yeah you get the idea.