Don't understand what all these reviews will be for. People are doing it only to get the money so they will write anything without doing any research first, just to get those 50 cents. If it's for other users to get an idea about an ICO then those reviews will be worth nothing and shouldn't be listened to.
Some of our teammates at TokeZone were also a bit skeptical when coming up with the contest idea, but I have to say that they were proven wrong and most of the reviews we received so far are quite thoughtful. Moreover, we moderate, check for plagiarism and approve the reviews before they can go live on TokenZone and qualify for the reward. It is also mentioned in this thread that the reviews that we will accept should be
an argumented or factual opinion that is also not copied from somewhere else, ideally of no less than 7 sentences.
The end goal is exactly what you mentioned. We want to give our users a better idea of the forthcoming ICOs. There are so many of them happening at the same time that it's impossible to keep track of all of them. We hope that our community reviews will serve as the initial filter for our users. They should make it easier for them to find a promising ICO to pay closer attention to or, to the contrary, alert them of an ICO it is better to stay away from.