I think it's a clever ico structure, designed to channel funds, that would otherwise be trading on exchanges, into the accounts of the project creators.

Ultimately there are just developing software that a third party may or may not launch a platform on.

If people keep sending them ETH during the year, then you can imagine future icos may follow their lead. But the price could plummet if people lose interest over the year. The price relies on more people contributing to the ico every day. And at a price they have no idea of until the end of each 23 hour period.