Almost all of ICO project paying ti article writers and bloggers. There we need to have rating of "ICO rating services". For few hundred bucks you can get great article about you, but after some time can be wrong, and investors may have wrong picture of the project
Still part of the marketing strategy, to get more attention if the ICO was reviewed by or in a popular ICO rating sites. And I know, some goes wrong - goes scam - goes fraud. We just need to be more careful.