Here is the key distinction... some cryptocurrencies such as bitcoin and ether can be used as a medium of payment. This means they have inherent value because sellers are willing to trade a cryptocurrency for goods or services. Further, there are currency exchanges that will exchange a cryptocurrency for fiat currency. This means they are liquid.
The is gist of this ruling.
No token project at the beginning is going to have liquidity therefore it's not going to be viable as a medium of payment... so any new token from now on is a security if judging by this.
By declaring ICOs a security, it restricts investors residing in the United States to only "Accredited Investors". This means only Accredited Investors may invest in ICOs. That's unfortunate to savvy investors who are quite capable of distinguishing a scam from a legit ICO as well as can responsibility restrict their investment budget, BUT who aren't Accredited Investors.
What's ironic is if Ethereum came out today it would qualify as a security because it would lack the liquidity part which judging by what you said is what made the SEC not count it as a security, so it wouldn't have allowed all these early investors to get rich because im sure 0% of them would qualify as "accredited investors". Most early Ethereum investors im sure were geeky guys that were interested in Bitcoin and browsed this forum looking for the next big thing go make massive gains with since they missed the Bitcoin boat.
As far as US security law, there are two phases of raising capital for a project. The "Network Launch" is what separates these phases. Network Launch by definition is when the the network is operational allowing the public to purchase and use tokens.
Provided there is a use for the token (which, presumably, is what the token designers designed to token to do) the token becomes a utility token, and thus isn't a security according to US securities law, and this announcement confirms the SEC understanding.
Prior to Network Launch there aren't tokens because the network is under construction. In this phase, investors can purchase rights to a number of tokens at Network Launch. These rights are considered securities.
So, an ICO is really organized into two phases:
Pre-ICO - prior to Network Launch
ICO - after Network Launch
In the early days of Pre-ICOs, such as the Ethereum ICO circa 2014, the offering to purchase rights to tokens were open to anyone. This was a violation of US securities law. It's only recently that the SEC has realized this, and now is enforcing the law. Just ask the folks at Munchee.
The result is for Pre-ICOs organized under US law are no longer open to anyone. This locks out a lot of savvy investors such as blockchain enthusiasts who aren't accredited investors. These investors must wait until Network Launch. At this stage, the ROI is typically dramatically less than early rounds during the Pre-ICO phase. Of course, it's also dramatically less risky thus the lower return.
The law surrounding ICOs is new and evolving. Everytime the SEC makes a ruling, it helps attorneys understand the "rules of the game", and in turn help their clients. This is quite helpful.