There's a HUGE amount of risk.
I'm not saying it won't work, but there are roughly a gazillion ways it could fail.
What if more people try to divest than the support fund can handle?
What if Amazon doesn't really take it directly?
What if no merchants ever want to keep the coin, despite its price support?
What if the technology isn't functional?
What if the support fund isn't appropriately separated from the rest of GAW's finances?
What if the wallet is hard to use?
What if the payment mechanism is hard to use?
What if no one ever hears about it outside of the insular crypto community?
What if GAW loses the bids and doesn't have a Prime Controller?
What if there's an attack on the Prime Controllers that succeeds?
Gosh, I can think of about a million others, too. The risk is high here, but so is the reward. Such is crypto.