It does seem rather arbitrary, yes.
Based on the amount of Ether sold so far, 8,326,240, and 2000 Ether = 1 BTC, they've currently amassed $2,614,000 in BTC.
So a totally unproven company, essentially a startup, is currently valued at $2,614,000, and it's going to go much much higher.
For a company with no product. Just promises.
Does that sound like a worthy risk/reward ratio? That's up to you.
Based on the way the crypto world works, the risk on this is significantly high. But in terms of a more mainstream investment, it's actually more in-line with the "crazy" things that have already happened.
Fortunately the test clients that they have had available seem pretty solid in form.
This may be very risky, but I'd rather throw something at a company that could have far-reaching impact in the entire crypto realm (and not just via ethereum, but also in terms of future IPOs in terms of crypto and other similar regulatory issues) than at some of the ridiculous things that have had wildly inflated valuations. [Example: the "Yo" app raised over $1.5M and is valued at $10M.]