Blockchain is a disruptive technology and there will be hardly any business that won't be affected by it. Sooner or later everyone has to adopt this technology. Omnitude has made a right move and most importantly on right time, by taking e-commerce to blockchain will solve many of its problems and will introduce things like trust and security.
You are right to an extent that advancement in technologies are rarely welcome in that start. So happened with blockchain but those who foresee the future never resist the change. People who are worried about whether the soft or hard cap will be achieved or not, remember today's 8000 USD BTC was once 0.009 USD. understand the platform and its future implications, it will be a big success.
I have studied the whitepaper and I have to admit the fact that idea behind this platform is going to solve many issues faced by e-commerce trading for over a decade. Prices of ECOM tokens are cheap right now but as the first version of omnitude platform will roll out and ECOM tokens getting registered on some exchange, there will be no rollback on the price of ECOM tokens.