If you take a fellowship to start a company and then spin that company off from a university, you've gotta be careful to choose the right uni and structure the work appropriately. Some universities will take pretty big stakes when they can.
Calling this a fellowship is a bit confusing, but I'm not sure it's anything more nefarious than perhaps simply misleading/confusing. At least they're up front with the fact that they'll take a 10% stake. Many universities that will try to take a pretty similar stake aren't so up-front.
We're optimizing how we run things to build a community of scientists over maximizing our financial returns. We care most about about inspiring scientists to pursue translational research with greater resources and team coordination than they may find in a more traditional pathway.
Learn about how scientists actually work and meet them--don't twist the jargon around to suit your marketing needs.
Words can have multiple meanings; sometimes troublesome ones (i.e. 'tabling' an item on the agenda).
Edit: Perhaps it wasn't intentional, but it will have a bait-and-switch feel for scientists in academia.