I suggest reading the whitepaper before making an investment : https://s3-cdn.herocoin.io/HERO_Whitepaper.pdf

Only 30% of the tokens will be available in the ICO, the other 70% will be retained by the company:

'The Developer explicitly reserves the right to exchange the
retained portion of 1.4 billion HERO for other virtual currencies or sell it for Euro or any
other fiat currency at a later point in time at any marketable price. '

Is this typical for an ICO?