I like how the white paper is made. It is straight to the point and well explained thoroughly and is very easy to understand. This alone is a great plus, I think we already have a successful project on the way.
I agree, for most of the people in the world, first impression is really important because it is what stays longer in the memory of a person. And this project has really nailed it with how they made people's first impressions mostly positive because of how they have written their whitepaper. But even if we ignore the first impression, the concept of this project is already amazing enough to make people cashing in to this project.