They are not launching an ICO for the whoppercoin.
This has been launched on the WavesPlatform where anyone can issue a token quickly and inexpensively.
The point is to demonstrate how rewards points can be changed into tokens and live on the blockchain and be traded.
Who knows maybe you will have whoppercoins but be near a McDonalds and swap them.
RE: Cryptocurrency Insanity - Introducing the Whoppercoin Launched on the Waves Platform