I kind of think they are on to something. No one said they can't use some ideas from steemit and make their own platform. Just remember that people laughed off steemit too. I know millionaires from steemit, in the beginning people around them thought they were nuts. I must say that they look very professional in the way they have approached it.
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Into what? I mean, the website is an empty shell. You don't spend 500USD into Bid Bot for just two PDF and not a single line of code.
For example, they claim that Ezira will, I quote,:
Source: https://www.ezira.io/introduction/ Slider 3
You can't freely host, share files and get rewarded to do that. You'll need tons of servers hosted everywhere in the world, and even in a decentralyzed way like IPFS ( https://ipfs.io/ ) you need to pay to host your files, nobody will host your files for free.