I think this is helping people be introduced into cryptos through something they are already familiar with, which is huge for the community. Typically when I talk to non-crypto people, they usually ask what do I use it for and have a hard time understanding it. However, when given use case examples, they get it. It's kind of like asking people to explain how the internet works. Most people don't know how it works but they know what they do on the internet.
You're right, it makes it much more simple to communicate when someone can actually understand the benefits of a particular company's ICO. I think team experience is largely a significant factor when evaluating an ICO.
I look for (1) team (2) transparency (3) trust
https://cryptopotato.com/10-keys-evaluating-initial-coin-offering-ico-investments/Find out everything you can about the team, especially the development team and the advisory board. Look up each team member for relevant experience. Google their names. Visit their LinkedIn profiles. Look for famous names among the advisory board of the project. Find out if the team has any crypto experience and more importantly in which projects, or ICOs, they were involved with and the impact they had.
Here at least the team is solid as per the founder's info from their website:
After 12-years of running a design and build web-agency in the eCommerce space, Chris is perfectly placed to help steer the industry of online transactions onto the Blockchain.His ferocious appetite for improvement will ensure that Omnitude is relentlessly innovative and delivers its promise to revolutionise the way online retailers use the phenomenal power of the blockchain.
That means the team has industry experience in eCommerce not just in the tech behind it. It gets my tick of approval.