Did you even bother to read the comments?
Today Payward is a software company. The public has been invited to test Payward's exchange software at beta.kraken.com. More about the company's employees, legal structure and position will be revealed if and when we ask you to trust us, which is not now. Chill out.
I read the comments. Mixed bag, as usual.
For example: "Naming your company after a well known scam that happened in bitcoinland is probably the first red flag."
The server for beta.kraken.com is in Costa Rica and the server for the signup page is in "Europe" (big place) - that can make one paranoid or wildly enthusiastic, depending on one's worldview.
Watch and wait, I guess. I'm rooting for them (so far).