I think ICO consultants are more like brand ambassadors, because ICO is not in the hands of consultants, or they can't predict the right things. Most of the time, consultants are more focused on marketing purposes.
They are the key of the project, they matters especially on making decisions, they are the one's that can tell whether such action will have an impact, it's their experience that the companies paying for. And we should also know the Advisors background when looking at an ICO.