It always comes down to money. Raising money for a start up is extremely hard. You need to pitch your product to people that never heard of the things you try to solve and on top of that, you want them to give you money. With ICOs you are targeting people around the world, that may (or may not) be technically well versed and hence are much easier to convince to invest in your product.
This is correct. But aside from money it always comes up to the concept of the project, the idea and its use-case. I support ICO's that could bring change or to improve what we already have, an ICO ( menlo.one )i'm following right now is about to create a scam-free ICO marketplace where everyone can participate with less worries about getting scammed.