there are multiple reasons to consider why ZED team could choose Stellar for an ICO.
And one of them is that such a token would have unified steps how exchanges and others can deal with your token. If an exchange supports Stellar than it can easily list all other tokens issued on Stellar.
besides choosing the stelar platform is unique and this will look different compared to the other ico projects, because the conclusion is now that there are so many other ico projects that use the ethereum platform, hopefully with this difference more and more people will be interested in the Project ZED
Stellar blockchain is purposely build for money transferring which makes sense why ZED is using their platform because they want to develop a better system for any money transfer operators. Ethereum blockchain has experience network congestion which is not good for money transferring.