well, for one thing, they have a working product prior to the ICO. So you can see that they do indeed plan on making a product. Also, their plan involves fully decentralizing the exchange. So that will make it a much safer option than Poloniex, and such.
If you aren't comfortable investing, then that should be a big red flag, and you should run, not walk away from it. Protecting yourself and your money is top priority. But you don't actually need to invest to get the free bonus.
As for myself, I'm not investing in the ICO. I have received the small free incentive, and I will see what comes of that. As it (hopefully) becomes a successful exchange, I'll invest more.
Actions speak louder than words, after all.