I'd like to know if what they're doing is an obvious scam.
Not a certainty, but surely what they are doing is unsustainable.
they also said you'll be able to mine it using BTC ASICs.
It seems what they are doing is renting an ASics instead of letting users mine with their miners. The difference between other miners renting services is that this service is using their own tokens for the payments.
I'm thinking they could actually be taking the hashpower to mine BTC for themselves.
Actually, that is the reason why miners-renting services are generally unsustainable, if some companies have large mining farms, why would they sell the hash power instead of mining on their own for profits.