I should've seen that question coming since it was my first one aswell :D
The token is more like a share of their future profits.
This is from their whitepaper:
They're not promising any new technology with their token and therefore are not really "competing" with any of the existing altcoins. It's more a way to get their project financed to be able to grow as fast as they want to.
People looking for a fast profit probably shouldn't invest too much but if they're successful the token might prove to be worth a lot. If not well... then the money is gone. But that's the risk with all of the ICOs and their idea sounds good to me.
So in my own interest and because I believe they are adressing a real issue I'm trying to find other people interested in their idea.
RE: -