If you mind in their pool, you get coins which you can spend on their store and get gift cards. 300MH/s mining for 8 hours from the start of the pool got me 30MID so I am almost at a $10 master card gift card.
Launch has been pure madness, over 30 Ghash hashrate.
Now situation is stabilizing around the expected mining profitabilty.
You build a gold backed coin, have your own store, exchange, master card integration, and a single pool and didn't expect people to point ASICs to your pool? Dear god.