I guess the ICO could have just as easily be based on Ethereum like most other ICOs, so I am wondering are they just using Stellar for the ICO or does the relationship go further? If so, why Stellar and not Ethereum? Is it purely a marketing play for being the FIRST ICO launched on Stellar?
I did ask them about the extent of the Smartlands partnership with Stellar on their announcement thread but have not received a reply yet.
Stellar itself is also promoting happily (at least it looks so) from its official channels (Twitter etc). At the moment it just seems like the relationship is just for the ICO.