What the hell is the deal with noirbits noirshares noir anything?

The coin launched and died. Then like a month or something later a new website appears about an IPO and then vanishes having never done one. At one point the chain forked and at another point you couldn't download the blockchain anymore.

Now there's this and... er? What was with all the false starts? Why is this one any different?

I admit I might not know the whole story... but this is my perspective on it having watched on and off since noirbits was a whisper. In my mind I'm tired of seeing the "noir"-anything name on stuff. It's like these guys REALLY want to do something but keep on... not.