How awesome will bitcoin look when this new coin fails for all the reason bitcoin suceeds!
There is no reason why this currency should fail, as it makes total sense for a company to emit its own currency.
In fact, when one believes in monetary freedom, private currencies like this are something one should expect and look forward to. By any means, I think it's good that big companies such as Apple, Microsoft, Coca-Cola, Amazon and so on emit their own currency with their signatures.
This with a free and efficient market exchange between all these currencies would depict the perfect picture of a libertarian notion of money.