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.
I have the same feeling when it comes to this new altcoin called Bitcoin Cash. It will be dumped so hard that its value will collapsed right before our eyes. anyway, this is just my opinion and not a sure thing since I am just human. Bitcoin Cash can just be a footnote of history.