Menlo.one is just another review site. What's new? We already have icobench.com or icoratings.com for that. And why we would need a token for just a review site?
The thing is it is not just a review site. Its an all-in-one platform which I think new investors can really benefit with it. Lessening the risk of investment and automating it.
ICO token prices will rise if there is adoption and usage, have you ever thought about how much potential adoption and usage is on this platform? their target market is ICO communities that provide reviews, ICO investors, and ICO projects
I think it's not a big market and they have a lot of competitors such as ICOBench, TrackIco, IcoMarks, IcoCrunch, Etc. even their competitors provide free services for reviews, do you think ICO community wants to spend money to buy tokens and use it for an upvote, or downvote?
I think those who wish to upvote/downvote are the people who choose to do so in hopes to monetize their contribution to the community in the future once they have made it to a certain threshold. What's good about it is that people are actually incentivized to stay honest and not cheat or else they get their ranks (or reputation) down to zero.
I think they are aware that ICO investors is not a big market, but they do spend huge amounts on ICOs. What's more is that I don't think ICObench or any other "competitor" offers the same convenience and transparency.