Basically it is a product that is going to pay dividends on a monthly basis, so I am sure it will slowly eat into the market for REITs, savings accounts and other products that usually pay crap interest compared to the 10% per annum it is going to pay initially although the dividend will be variable and what they will try to achieve is that the share price is always around $100.
I bet the aim il here is to gain as much capital from diverse audience in order to diversify the investors according to different risk preferences, while maintaining the capital flywheel in motion!