I am one of the Directors of the BLCA Non-Profit organization.
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There is no ICO, no investment, no purchase necessary other than a one time fee of 500BTS per newly registered account on the BEOS chain.
500 BTS == $36
Ahah, no thanks

It's just an attempt to make some money on famous and successful blockchains: BitShares and EOS.
It absolutely has no chance.
Compared to the 3000 BTS fee for a lifetime account on the Bitshares chain, and the inability to have a custom short name on EOS chain without spending thousands of USD in auction, 500 BTS fee is a steal.
Also, it limits the amount of squatting and spamming, which is typical when you allow custom name reservation in any product or service.
And yes, recovering the costs of providing this valuable bridge service to the Bitshares & EOS community in the form of a fee for service would be a good idea for those that spent a year of their time and hundreds of thousands of their own dollars building it.
The fact that Bitshares will have the bridge to the EOSIO ecosystem is MASSIVE both for the Bitshares community but the EOS community. To have this established rich chain Bitshares to all of a sudden have smart contract, jurisdictionally settled transactions and free transactions are massive news and increase the viability of both chains.
Cheers.