They will have no immediate ties to Steem just like dlive. The tokens are issued on Bitshares, the site does not interface with the blockchain and they are absolutely funding this via the Steem community, and promising in return for delegation upvotes from the Steem Reward pool for a token that will reside on Bitshares and a product that does not yet exist .
RE: The juggernaut can't be stopped - dStors is at 827,202 SP in delegations!!