Why to pay 15% fee to you when btc-e.com has 0.2%?
Well that makes kinda sense: if bitcoin goes up 1%, on btc-e or any other exchange you'll only earn 1% (minus fees), instead of 85%.
Then again, if goes down 1%, you'll lose 1% instead of 100%

I guess it's kinda like a leverage derivate of Bitcoin. But since I don't see how we can trust the owner, I'd not invest in this. Not saying he's untrustworthy, just saying we have no way to tell.