Are they transparent enough to have every project goals in the whitepaper.
Reasonably, they should be transparent to put down what goal they have to achieve because white paper seem like the power house but whether the project succeeds or not is a different thing entirely.
but last year when i started seeing these developers looking for "paper writers" i realized most of them don't even write their own whitepaper for their own project!!!
Whitepaper for me is like marketing the company. If an ico sees a reason to employ an expert hand to help them do a good job on the marketing department, I think it is not a bad idea.