Anybody who invests in this is simply donating their money to scammers. No way in hell they find enough idiots to meet their IPO goal but I'm sure they'll find a few idiots. It's 2 scams in 1! IPO plus they keep 25%! I honestly think these scammers are just trying to see how far they can go as an experiment. Yellowcoin had a 20% premine and people were buying it like hotcakes and defending it to the death (dev made over 100 BTC and Yellowcoin didn't even have a working Mac wallet) so we still haven't reached the ceiling - these guys are going to try.
You can use escrow for this pre sale. I don't think the devs have a goal for money amount for this IPO. It will be up to the participants and their progress.