I do wish they'd provided some direction in their white paper.  However the connection to Streemio is a big part of what drew me.  Very few ICOs have a connection to an existing product let alone a popular one.  And, unlike many of it's competitors, Streemio does not allow pirated content.  This could allow them to build strong relationships with their content providers and have longevity which can equal a quality level that pirate sites can not provide.  Advertising on Streemio seems like a no brainer.  I'm hoping that this is where they are going.