Most ICO projects lack simple layout, imho. What i mean is that if you are not acquainted with the background, you hardly know what the project is about.

Say, I can understand what projects like Munchee or INS are about, it's pretty simple. But AI platforms, or gambling, or financing of other iCOs and other money-out-of-air things look like scam to me. And if they don't manage to explain it within few minutes, unless I lose interest, I just close the website. It's all too complicated at the first glance, while in the attention economy noone will spend more than few minutes trying to get it