So most of the time I pay more attention to the liquidity and heat of this token.
If the token has enough followers, there is a good chance it will make a profit from the project.
So is the token itself more important than whatever platform they want to build to use that token on? I guess that would make sense if you're investing to make a profit as it's the token that you hold that you would actually sell.
It's more important to know the real usage of the token whether where and how it will be use. Honestly, those ico that the product is just an app is definitely a big no for me better to choose a token that will be use like in betting or in trading platform. And liquidity will just be a secondary to it.
Always look for a product that is timely and idealistic.