They didn't issue a coin like Swarm did, no advertise as crypto-equity (get into legal run-ins) - these guys seem to be doing it in a legal, clean cut manner - raising money for crypto projects.
It looks like their basing their platform Counterparty, and focusing on DApps and smart contracts. Pretty cool idea. Hopefully they don't turn into a bait and switch like other platforms who have tried to do this have done. They don't mention anything about equity though - seems they're taking the legal route....I like.