Note that the CEO, Chris Lattner, is the guy behind LLVM and Swift. So definitely not your random Joe.
Still, the web site and their videos, benchmarking stuff that doesn't really make sense, looks odd. The logo with fire. Is this targetting engineers or kids?
Money is one thing, if you have a really serious project led by people with this background, you shouldn't (and shouldn't have to) make it a circus.
Of course, it may all be about making quick cash.
Just my 2 cents.