Block chains are such a fundamental social and technical innovation that, put simply, we don't know 95% of the use cases they will facilitate in the near future. You may think that 21's products currently "lack substance" but they are literally trying to invent this future. Most of their products may fail, but if they figure out a fraction of this 95%, they will be remembered as visionaries.

Mark my words. Don't judge them too quickly. They might turn out to be the next Amazon.