Very well expressed position. And there are currently quite a few similarly structured projects on the way to the markets. One might not be able to know which one will stay, and more importantly, which one will be able to grow to a significant partition of the potential market. So you are quite prudent.
However, this ICO is raising "only" 200.000 ETH, and if you would have been able to participate in the ICO, you would not have payed the hyped up price at the start of trading. And if you look at BAT, the current price after a couple of weeks trading is still up about 5 times the ICO price.
So, I still hope this card will deliver both to customers and coin-holders.