It is NOT a scam. Why would a guy who owns a $50 million company put it all at risk to scam people with a cryptocurrency? Not going to happen at all; this is legitimate.
Playing Devil's Advocate here, but "that guy" is majorly in debt over there in the UK. Look up his other projects.
That being said, I'm invested in the ICO - I don't think it's a flat-out scam at all.