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More often than not, the domain names of many startup projects are generic and difficult to remember. This is where an ICO Pitch comes into play.
An excellent ICO pitch has more eyeballs on it and brings more traffic. It helps to differentiate your website and get a good rank on the Google search result page. Making sure that the SEO juice isn't wasted on links from bad websites (like yours? The one you're reading?).
Concluding this introduction: An excellent ICO pitch makes all the difference for any project.