Hi and sorry for my late reply on this.
I consider it a very important one, worth not only a few phrases answer. I already spend a lot of time and thoughts in exactly this questions.
For example if someone is going to create a decentralized hotel booking platform, that should connect travelers and hosts without massive commission fees, this sound like a good idea (in fact there are already such ICOs). The question/problem is how people will get to know this platform… or in another word “brand” ?
Are you going to advertise it for money on centralized adbanner networks? Are you able (and willing) to build this up as an open standard where other travel-related actors can connect with their CRMs, websites, generally software? Or is your goal to build up a business having a fair revenue for you and your employees, and an effective value for the customers you’re able to find? Should or shouldn’t you fear that someone else is going to use your open source frame-work, and builds his global brand on it, because he’s good in marketing and sales?
Doing and solving this for a mainly virtual (digital) object like a hotel booking is one step.
The next one - as you mentioned - is the attempt to “connect” this to real physical goods and materials. Things like gas, or also most raw foodstuff (rice, meat, milk, …) One thing is the digital record, whether it is stored in a central SQL database or in a distributed ledger: the challenge is not only to prevent a manipulation of the digital records amount or value, but also that the effective product is that one you get/deliver.
Let’s assume you have 12 tons of ‘old’ meat in your refrigerated storage. If you order another fresh 12 tons and then deliver the old one along with the new ‘certificate’ you will always find one who buys your fresh material without the certificate.
I know not an answer but at least some thoughts. I’ll try to write more next days…