This seems serious:
http://coincidental.eu/2016/06/29/waves-is-not-ethereum-for-the-sake-of-god-dont-buy-it/

Has there been any comment from Mycelium's team yet? Given that WAVES was part of their marketing campaign, it doesn't seem like they did much (if any) research before asking for people's money for crowdfunding. Perhaps Mycelium will distant it's business from WAVES but this still goes to show that there was no clear plan for what was going to be done with funds from the crowdfunding and it more or less served as a cash injection/donation. In this case, they used WAVES just to gather up hype around their project.