That is quite an unusual approach I should say. It hasn't been done before and I like that.
I believe Bitshares, Steem and EOS have something in common. They all use a strategy to becoming the fastest, the most scalable and the most used blockchains out there.
I'm really curious about how this ICO will go, really fascinating project to be honest.
Only uncommon for how long it is lasting but then look at Agoras which has a crowdsale for over a year and soon Ohad will be raising the price.