I am the earlier adopter signup for the 5 Gigahash/s - Indefinite Contract (July 2013), no sign of mining and no reply, no answer and no announcement from them. So is it a scam? or is it? or it is.

there was a newsletter they sent. you didnt receive it? mining has started, but only at 10% capacity due to their asic suppliers not delivering. so this is what we get at the moment.
since they are a start up, i suggest for us to be patient, but that doesnt mean we should stay quiet.
