Big brains are behind this project from Brendon Eich, Brain Bondy to Yan Zhu and others. This is the real BAT team, DARK KNIGHT is coming...
Yes this is in my top list as a project which will eventually give a better value to the coin.
Personally this looks a safer bet, going forward browser would have inbuilt trusted reliable features for most of the blockchains and may be there will be a consortium formed similar to WWW. Browsers have to evolve creating these standards. Having browser plugins/add-ons is just a temporary solution. This is freedom and not enforcing something that people don't need or like to see. User focus digital advertising, seems great. May be much more to come, this just the idea in infant stage.
Also it doesn't matter big whale being part of ICO. Everyone are awaiting to grab big opportunities. I see individuals crying about the ICO because they were not part of it. This is decentralization as there is no control at all with anyone, and big whales will exploit this opportunity. Everyone is selfish and awaiting for this so that's expected.
Though BAT and its team looks solid in what they are planning to deliver. Hope to see BAT flying to $1 and more soon in a month or two considering the alt-coin growth. Go B R A V E...!