This project has already completed 3 phases and its unusual that I havent heard about it before. However, I will look through documentation
As far as I know, they are not the first one to introduced the use of email for crypto transactions. There are a bunch of projects already. So their claim is not totally true. But if they can deliver this project successfully, that's fine. Competition in the market is good.
If they can realize everything correctly, then there will be a sense in the future, because similar projects already exist on the market and need to be done better than others.
Improving email with cryptocurrency is a very good idea.