The only way it could end is if the contract got hacked. However, the developers have hired expert programmers and they couldn't find any way to hack it. So I think that's unlikely. The entire system is now fully automated on the Ethereum blockchain. The only way it could end is if there's a bug in the code or it gets hacked. That said, everyone should proceed with caution and only invest what you're willing to lose. Or don't do it at all, it's up to you.