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?
Only your own analysis of the project can lead you to success. It is better to study the project yourself and read the analytics in the network. Then you should make conclusions that will be as objective as possible. Do not believe an expert blindly.