Every idea is vaporware at some point, it's not like we can think of something and magically it appears.
I agree, but you don't go on stage and start selling your idea before it's implemented.
We aren't talking about shares in a company here, we are talking about currency.
1) idea
2) write & code
3) peer review & test
4) implement
5) tell people about it
Don't start telling people about your idea (and try to get them to buy/pump your coin) before even releasing a paper.
What you're proposing is the academic way of doing it, and they are using the startup way of doing it. Both approaches are fine, and both require some sort of funding. Since they've adapted the virtual corporation slogan (and there are not really any research grants they could apply for), it was kind of obvious that they'd rather take the startup route.
But of course they still should release information in a timely and concise manner, just floating a photo of a slide with no context and some scattered hints in forums doesn't cut it.