I give you money, and in return I get...a token.
I can't eat a token. I can't live in it. I can't wear it. I can't buy Starbucks with it. It doesn't promise to return me more dollars or tokens if I hang onto it. It doesn't offer me any right to the governance or management of the money raised. It doesn't offer me a claim of ownership of some portion of an enterprise.
I read the article closely and its really just a lot nonsense. There is a lot of handwaving and 'community blah blah' but it lacks a simple, straightforward explanation of how these tokens are to be used.
I don't think I'm a stupid person, and I'm not trying to be obtuse. This just doesn't make any sense to me.
As best I can tell, the transaction which best resembles an ICO is buying chips from a casino. They have all of the qualities I describe above -- that is they're not good for anything. They can be used to gamble in a casino however. That is their sole usefulness. So I guess maybe that's how I should be thinking about it.