As for myself I invested in Neo & Bee thinking that this was good for Bitcoin and want its success more than actually profiting. Its success will also be probably a factor of future bitcoin price increases.
I still fail to understand what is going on now. Unless by wider perspective you mean goatse.
I see the benefits mainly as:
1.) You get people their money back. This has wider implications on the reputation of bitcoin-related ventures going forward.
2.) The positive press would be beneficial for Neo & Bee and used as a evidence of credibility.
those benefits have to be compared with the situation of NeoBee just focusing on their own success, instead. The fact that they are adding cost to NeoBee (time and possibly funds), without a clear route to financial gain is a huge red flag. If they didn't get involved, and instead focused on getting more business and profits for NeoBee, they would also gain significant trust and positive press.
Positive press doesn't pay the rent, btw.