It is completely disgusting. We started by calling our ICO an IPO and making a note that we are selling shares, not tokens. But people still want to see a whitepaper and hear about tokens. And despite clearly saying we accept physical dollars [cash] for payment of services, people still think we are selling tokens to buy stuff with and comment how little sense that makes.

In the end, we decided to go along with the ICO terminology because it was too hard to fight perception. We still do the right thing: We're selling an unregistered security, shares in our company, and will pay dividends.

In short though, people trying to do the right thing are punished, and the people that overhype and do the ridiculous approach are highly rewarded.