I am also not sure, given the current state of the hype i believe that most companies working on products that depend on network effect might at least be considering making their own tokens.

Away from the hype there is also the tax problem (the elephant in the room in most cryptocurrency/ICO articles). The country where the company is based and how it implements rules to tax and control such money might influence this at lot. A company is arguably starting with the wrong foot by thinking that it can get away from taxation with such money.

But besides money isn't a lot of the startup scene also about disruption ?

edited: typo and final question

So the notion that any non-crypto company is considering an ICO in lieu of an IPO is pure speculation?

US regulations would not allow this.