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?
Yes they are biased. As of now everything and everyone related to this field is all about making money so they dont care a bout the project or the technology behind it. Some of them are good but numbers are very less in that case! If you really wish to invest in a good project then you should consider reading their whitepaper do a research on their developing team!