Great question. That is precisely the value proposition of this project: it would be devoted to the users, not to the coin issuers. Business model: sell paid subscriptions (cheap, beer money) to the users. Don't sell ads, don't accept money from the ICOs. There are already many different ICO rating websites, but many few websites like the one I'm suggesting.
The website would not feature ICOs, it would only state that ICOs A, B, C are scams, and that ICOs D, E and F are at least suspicious, for reasons X, Y, Z.
That would be better if you arent going to promote ICOs in your websites,but you should be so sure with your reviews because one wrong review would break the trust of everyone in our community,you should hire bunch of people to review a whitepaper,websites,products,people behind the project so that all the reviews are based on the facts not just reviewed because of the money you get,