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?
Every rating wants to get aproximately 1 BTC for priority view in search results. They will never check where this money came from, they just need to make profit.