Their lofty goal was to "onboard 1 million new crypto users, " if I remember correctly.
I suppose they could defer handing out the bonus coins until they reach that goal, but I doubt it.
Besides, no one will be impressed with 100 free coins worth 1 or 2 cents.
The people they are giving the coins away to are not intended to be "crypto investors" who will judge the value of 100 ZRC based on its exchange value. They have said that when Ziftrcoin is redeemed at checkout, it is redeemed at a value of $1 per ZRC for up to 5% of the purchase total, like a coupon. So to those people who receive 100 Ziftrcoin, it's basically the equivalent of $100 in limited-use coupons for use at any shop that uses the GoCoin/Ziftr payment processing platform. That is how you get new people to try out crypto...give it to them and give them a way to use it. The fact that Ziftr brings credit card payments to the GoCoin platform means that people paying with a credit card and NOT crypto can be given free Ziftrcoin to use, thereby turning them into a crypto user, getting them to try it. That's how you get people comfortable with using crypto.
Then, when people realize that it's a pretty good deal to spend a fraction of a dollar for each ZRC in order to redeem them for $1 at purchase, they may buy a handful to use as coupons, at first...so you're buying a $1 coupon for a fraction of a dollar, basically. This will cause the price to gradually rise on the exchanges, as more and more people realize they can do this. The more people who have ZRC in their wallets and see the price rising on exchanges, there may then be a move toward thinking of it more as an investment...and because Ziftr has said that if the coin is trading for $1 or above on the exchanges, you will be able to use an unlimited amount of it for purchases (no 5% restriction), it now looks really good for the people who bought it very cheap and can now buy things with it at market value, etc...
It's a unique plan in crypto and Ziftr/GoCoin are uniquely positioned to execute on it.