Update: It seems inaccurate to call BCC futures as users already exchange it for cash on ViaBTC and OKEX, so I will stop trying to define it.
It is just a pretty attempt of marketing by launching coin as future of bitcoin. I can't imagine how horribly the community going to react after August 1 when it will be listed on major exchanges. 99% of users going to sell off right after acquiring the coins. Believe me, prices will be nothing more than 0.005 BTC in a week or so after release.