Yes, I agree, the title is intriguing and it is possible to draw conclusions quite different from those indicated in WP.
When I saw I then thought too that some kind of freebie is planned  Cheesy. In fact, it means that plans to create a platform for crowdfunding, but with a distributed base and its own token.
And as the developers argue, the economic model of ICO will make the process of crowdfunding itself free for those who will post their projects on their platform.