the best ico's in my opinion is the ones that have a whitepaper you can actually understand.
i see so many ico's over complicate their whitepaper which makes me lose interest in the project.
Oh yes, I totally agree!!
I would also add that it would be good to find the competitive benefit of the proposed solution together with clear explanation of the source of margin besides a plain speculation with issued coins... so if they fail in showing it, I never bring them my penny