I hadn't heard of onG.Social before. Looks interesting. Nothing on their home page about the ICO. Also interesting.

I agree, solid investments are the way to go when you can get them, but I also think the huge returns come from larger risks which involve bets on paradigm shifting technologies. If onG is already up and running, do they really need a coin? Will it really be a paradigm shift? EOS, to me, could be. Banks, governments, corporations, non-profits, etc... they will all be impacted by smart contract technology on the blockchain. Entrepreneurs in the future will ask themselves questions like, "Do we want to spin up some servers on AWS to run this the old fashioned way or should we rent / buy some EOS and put it on the blockchain?"

That's a paradigm shift and, if it works, it could be huge

As to the pets.com comparison, Dan does have projects to show already. So the promise there isn't an empty one.