Now it actually looks more like a scam than anything else:

• lots of hype and huge promises for 2 months
• zero communication days before release (they had to know no debit cards will be issued) - red flag
• drives price of LTC from ~0.019 -> ~0.024 in week or so
• on release date website still in beta, almost no details there
• big dump hour or two before "release"
• signups open for merchants only (not even their sign up is functioning as it should)

If its not a scam, than its just highly unprofessional, poorly managed company, and i cant imagine how it could succeed, let alone help LTC (and cryptos) gain mass adoption.