The main reason why you should consider putting your money in any project (either ICO, IEO or STO) should be because you are totally convinced that the project have an innovative idea with a working product that solves an existing problem (very important) and with a very good and experienced team to lead it to success.
An example is a project I won't mention, a lot of people got into it not because of their personal research but because one analyst ranked it in "Hall of Fame", of which if they had done their research they would have realized it was a ticking time bomb. And it exploded 15 minutes after the tokens were unlocked.
You are very right here, most investors are attracted by the ROI and nothing more. It is always very very necessary to to make deep research for any project or even anything you want to invest your money in