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?
Definitely that's the reality. Most of the ICO rating sites are biased and are paid for good reviews. That's the reason why I did not trust those sites and only believe on my own judgement in investing to ICO.