How is this different than mining any other alt coin, trading for BTC and then buying your GPUs from someone such as Tiger Direct? Last I checked they have RAM, Mother Boards, PSU's, complete rigs.... Etc.
Not being trying to be a "Debbie Downer" here - especially when I am currently mining this coin, but..... am I missing something?
Once the initial sales get's going the company will prob have the majority of coins out there, or if not, still a large portion of them and they could stabilize the market and make it go up little by little. In order for them to make a profit after they accept your coins for their cards, they need to exchange the coins at a much higher rate then the one prior to the trade. Hence why in theory the price will go slowly up and by each sale the possibility of others dumping get's smaller and smaller.
So the difference comes from a more controlled market and not that much flucuation price once the shop get's working.