I really don't get this:
1URO=1 mtonne Urea=$300
1BTC=1000URO=$300000
Why would the companies involved simply not buy up URO?
Because the whole thing is a scam. There are plenty of BTC thrown away on scam coins being done by kids, it was expected that professional scammers will arrive in this space sooner rather than later. Expect them to come up with more and more sophisticated ideas on how to rip people off.