The team (including the advisors and investors), the potential community and what the crypto collective mind thinks of it, the marketcap, and the distribution.
By the way, there were several payment card ICO's (Monaco, TenX and some others), their purpose is practically the same. Monaco had an aggressive marketing campaign, TenX had Vitalik Buterin as an advisor.
Now compare their raised sums during the crowdsale and their positions on coinmarketcap.