I am really confused why people talk so much about Elix, based on promises only. You already have EthLend with a working platform and 2000 ETH in loans in first month. Why would you speculate and invest in whitepaper coin only while you already have their competitor already miles ahead?
I haven't fully compared the functionalities of those two coins but anyway, easy math - it is easier for a 20M market cap coin to go to 40M market cap than for a 200M to grow to 400M. Few weeks ago (before the January cryptocalypse), Elixir was at 80M marketcap already. If it will grow to this MC, today's buyers will experience x4 with their investment. People who want to earn money faster and can bear the higher risk will go for ELIX and not for Ethlend.
And there´s another reason, at least for my decision: I´m a german and "Ethlend" reminds me of the word "Elend" which means something like misery or bail. Nothing you wanna bet your money on
But I agree: I always wonder about the huge attention.