Actually I was reviewing ICOs lately and 95% of them are total garbage. If they will be pumped just because of marketing and hype. Businesses are starting ones just to collect money and it's nothing unusual. I know some ICO projects & people involved locally where they had absolutely no clue how they will achieve their goal. The main goal was just to collect money first, THEN hire people and start doing things. Pretty sure that's how most of them do start nowadays.
Once again, I'm not crypto hater, I'm doing a lot of investments myself lately but I'm not lunatic either. A lot of these projects won't be here in few years or so or be abandoned ship.
First of all you should ask yourself - would it be useful & have real life use. Would you use it yourself?
It should be unique & not a copy cat of something else. Do your homework and make sure it's not another copy of copy of something, having no actual use.
It should have legimate team known in technology and business world, good reputation. You have better chances of trusting people with good reputation and widely known. Well obviously a well known business person wouldn't risk to be a face of a scam...
If you feel that things are starting to get fishy (team is always late to deliver, bullshit excuses... for example ELECTRONEUM had to say it) it's better to move somewhere else. Sooner or later, I wouldn't keep my profits on something that has sloppy future.
Good luck investing, put what you can afford to lose and don't listen to negative people here

Irony and sarcasm may be on point but sometimes it's unhealthy, I have to agree...