They are doing a lot more than developing a coin...Ziftrcoin is just one part of a much larger plan they've put in motion. Ziftrpay, I would say, is the biggest part of what they're doing. Getting the API and payment processing platform ready to deploy and getting merchants to start using it. The coin is the coin...it works as intended. They don't need to do anything to it, really.

Besides, the coin giveaway isn't to put more coin into the hands of people who are already involved in crypto. It's to get people who have NEVER used crypto to give it a try. So I really hope that nobody on Bitcointalk or any coin forums ends up getting any giveaway coins.