For a start-up bitcoin company that isn't a great best-case-scenario maximum return. 
Well you also have to factor in the potential appreciation of the stockI'm not sure why this 1% monthly maximum was set. Why couldn't dividends rise when profits do?
I wish Dealcoin the best of luck and hope it works out for them, but I don't see the risk/reward being worth it for an investor as the rules have been laid out.
Well a 12% annual return in dividends can be a lot or vey little, depending on which angle you a re looking at it from. For a mining stock, it is very poor as it is an extremely fast-moving and therefore often short-lived market. On the other hand, this can be seen as a long-time enterprise which doesn't depend at all on mining technologies, difficulty increases, etc.
Normally start-ups in the "real world" don't pay out any dividends at the beginning, focusing this way in growth rather than fast returns. It is now up to each investor to decide for himself if he/she prioritizes fast returns vs. long-term business.
P.S. I do agree that the door should be left open for possible future dividend increases in case the company has made enogh profits. However, this should be submitted to investor voting.