They seem biased to me. A friend of mine who's doing an ICO told me that they paid 10ETH for 5 quality ratings and that's that! I noticed that some ICOs with good project, team, and good social media presence are struggling with getting good reviews.
With all that said, should it still be a factor to look at when investing in ICO?
I'm actually using them as a confirmation of my own research because if I would put my trust only in the writing which are often just subjective, then I will eventually lose my money that I have earned hard.