Drawbacks and Cures

In 100% of cases, ICE is criticized for its subjectiveness—the priorities can be easily manipulated by such scoring, and different people will score criteria differently.

First, any framework can be manipulated if needed. There is nothing special about ICE. The question is, why even starting the prioritization if you still want to make the world revolve around your humble opinion?

Second, the story about different people estimating all the tickets differently can be turned into a powerful weapon if you let them all evaluate the initiatives how they think is appropriate.
According to multiple studies, the average guess of a group of people is astonishingly accurate. So just aggregate their scores and calculate the average.
This may sound difficult, but it is super simple with automation tools. Ducalis, for example, will do everything for you. You don't even need to video chat with your teammates. Open the browser tab, put the scores, pet the cat while your colleagues do the same. After all the scores are assigned, open the Top Priorities—your astonishingly accurate ticket ranking is ready.

What we do consider as a drawback are the numbers you actually use for estimation. The range from 1 to 10 is too precise. How on Earth can you decide if the initiative will impact the objective by 6 or by 7?
Such estimation will take you too much time on redundant doubts, and the ticket rankings will never become solid and systematic.
For this, we've changed 1-10 range for the Fibonacci sequence. It is much easier to decide if it's a 5 or 8 impact.

→Try ICE template for feature prioritization

→Try ICE template for marketing prioritization

Another point is both a pro and a con. ICE score framework is super simple. It allows you to start prioritization immediately. The estimation itself will be fast, and you will have the list of quick wins in no time.
ICE is perfect when you need rapid growth at the start. But in the long run, it is oversimplified and may make things worse for complex products.

Don't hesitate to start with ICE. Just customize it over time by adding your unique criteria to consider multiple key factors.