That's what I said. They launch an exact copy of bitcoins - open source and all. But this exact copy gets a lot of publicity. And a major vendor accepts them, so a lot of demand. Everyone switches to AmazonBucks and forgets the current bitcoin.
It is not a thread because of rational reasons it will be very difficult in the beginning to produce enough money for their purpose and then to keep up the whole infrastructure without control over it. No way.
The other way is to create something with predefined coins - then you might have Linden Dollars which are of no interest for the Bitcoin community.
