ICOs fail simply because they don't have a solid structure for their business model and concept. For a startup to truly plunge into the market especially for a platform under the blockchain technology, usability has a lot of weight in order for a project to take off. While most of them are complicated, I believe they lack of simple information that'll show the bigger picture of the project. And an ICO should have a strategic edge over other ICOs that offer same line of solution. Of course, digital marketing plays a big role on promoting ICOs.