I have no clue or opinion about this project, but for instance the upcoming Trezor integration comes from an outside programmer. He did a deal and is being paid by developer funds as far as I know. It's a vast benefit to everyone that wouldn't otherwise have happened.
And this project isn't asking for all the funds upfront anyway.
The trezor integration is not paid from developer funds, it was funded from private pockets.
But as greentea said, everyone is allowed to propose projects and ask for funds. There are guidelines how to do it, so if you think you have a good project, go ahead....
I'd rather see Nem in mainstream media and in shops around my corner than super techy projects over and over again where I don't see and benefit in it for the general public.