What is the upside to the investor in this? The only point seems to be to avoid SEC oversight and shareholder protections.
Something that seems to get lost in the hype around the blockchain is that the only thing really novel about it is that it is a distributed system without centralized authorities. That is great if you are an anarchist or if you live in a country on the brink of economic collapse or are a criminal. But for everyone else it kind of sucks. I will gladly accept dependence on my country's financial system if it means I get deposit insurance and oversight of my bank by government regulators.
The way I see it is, stock price isn't fundamentally tied to a company's performance, it's tied to investor confidence, outside of when companies pay dividends (and not all of them do).
Hypothetically, some of these crypto ICOs allow people to own a chunk of a decentralized business that would see the "stock" (token) price rise not just because of investor interest and speculation, but because of the actual supply/demand of that company's service. It's hypothetical because everything's currently in a speculation phase (that it may never come out of, we'll see), most platforms haven't properly launched yet.
So for example, there might be a cloud computing company with a utility token. Besides just being a way for the company to raise money, the token is also required to use the cloud computing service. The service might ask for a flat fee of say $10, and it'd then consume $10-worth of tokens based on whatever the market price is. The advantage to the investor is that the token has an inherent utility to it that a stock doesn't - if the platform succeeds, demand for the limited supply of those tokens would increase, and vice-versa.
This appeals to me more (in theory) than stocks that are totally uncoupled from a company's performance and driven solely by speculation. Of course, most ICOs so far will be colossal failures, and time will tell if that holds true for all of them, but I'm thinking this idea might stick around.