My friend was talking to me about this the other day. Apparently Penthouse are behind the launch (source). I didn't realise it was built on top of Steem, though, that certainly changes things, as far as my interest in it goes.
Looks like they've got @vicecoin on Steemit linked from their website, too.
From their FAQ:
What is the Steem Holder’s Airdrop?
Upon the token’s launch, 400,000,000 (10%) of the genesis tokens will be air dropped to Steem holders of block number 18,500 on the Steem Blockchain.
Any idea what that means? How do I know what block I'm in?
Everyone is on the same Block... they will "snapshot" all the token holders at that time :)
I read they did the snapshot already. Token price 5 cents and we get around 1.5 tokens per 1 steem.