That's a good article written from the perspective of the ICO issuing company. It's not covering the questions an individual should ask before contributing money to the company P&L by buying tokens. "

There was one question which is pertinent to both sides: "Is the utility of the token essential to the company to do business, and is the token essential for the customers or others when dealing with the company, or with other companies? In other words, is token needed at all, or could an alternative crypto currency work just as well?

A good text-book case would be if Tesla brought a new flash car called the "Tesla ICO" with a rule that it can only be bought with newly issued tokens. Since demand for most Tesla cars exceeds supply (long waiting list), the tokens would have a ready market from those who want to own that particlular model.