I also believe companies are sharpening up and paying more attention to detail with their token sales. As well as that people are more wise to token utility and inherent token value, so we can see more specificity on the part of start ups. Have a look at Suterusu and how they are distributing tokens for instance.

Also, this is a good  read to see what they are about. - https://medium.com/suterusu/what-is-a-liquid-decentralized-meritocracy-23788398cc88