Nobody cares on the product!
I`ve never heard such a foolhardy thing in my entire life.
The best example of such kind of projects is Ripple and its ICO. I bought the tokens when they cost $0.02 per one. It was last year and they had a real product - a global platform for network of banks that send and receive payments.
Santander, UniCredit, UBS, ReiseBank, CIBC were among the latest banks that adopted Ripple algorithm.
After that the price of the Ripple token was more than $3.
That`s what a real product mean.
Just the same about Neo Finance.
There can be (as you say) an amazing, highly professional team that sells air, and can be a team that`s developing a real product. I choose the last one since it's a product that has a real value, not an amazing team.