They can get more people to promote this coin though there isn’t any large reward for doing so. I think that most people that will promote this coin will only promote the coin to make money by dumping the coins that they’ve made during the promotion period.
There really isn’t anything within the Announcement that makes the reader want to think that this particular project needs an Ico to begin with. If they really had a project that can help the Ethereum network then they would just release the product immediately instead of waiting for the money to get to them first.