Perhaps they are counting on their 'brand equity' to serve as a competitive advantage? I'm similarly dubious as to their chances of success with the initial po

Perhaps they are counting on their 'brand equity' to serve as a competitive advantage? I'm similarly dubious as to their chances of success with the initial population ( the part of the market for digital currencies that overlaps with bitcoin traders ), however they do have a global retail presence and a brand that is recognizable even if it's trustworthiness is suspect.