Yes it is a calculated move to get more funds from the public, that's the definition of an ico.  Who calculated the move, though?  Were Tim and Jani the masterminds behind this plan because they wanted more money?  

Or is it more likely that Yan and Daniel wanted a bigger piece of the pie then they would get if they stayed on as salaried employees of Iconomi?  Can you blame them for that if they saw an opportunity to fill a niche in the market?

How would you have kept it running as it was if two employees were determined to start their own venture?