Another shortcoming I envisage is how team hope to solve the problem of Ether if the coin price drops in market, does it mean a seller would sell short of value, since the exchange value of Ethereum swings up and down?
i think the problem does not exists.
they have fixed a price for each token in $.
when ico will be closed they will have collected what they needed.
Then, they will exchange some funds to FIAT for sure, to prevent any possibility of lost value...but no all to get the possibility of futures pump!
I was not referring to the ICO rather the actual use of the block which is the e-commerce store business; sellers accepting ETH in exchange of products. When ETH coins drop in value, how can this help sellers realize profit, because the actual cost price of their product might drop in value due to the drop in ETH at that period affecting their profit margin which could lead to a loss, also might recurrently result in shortage of funds to restock their merchandise.