Yeah I just got in to the ICO after speaking to the devs on their subreddit.  They really seem to have their shit together, so I'm quite surprised as to why their token sale hasn't taken off yet. From what I can tell they were forced by the users more so their own team to launch the token sale when they did.  Many users wanted to get a share of the company and get the tokens before the devs were actually ready to release so it makes sense as you want to please the users of your app.