That they offer a diversification of bitcoin is merely an oversight in the grand scheme of things.
I'm not sure if I want to be on the other end of that deal ...
However, as we see with stocks, there's nothing stopping an entity from doing whatever they please in the end.
Like issuing a second set of coins, at par or equal value to the 'current coins'. Possibly requiring that the first tranche be redeemed for the second.
Or whatever shenanigans they want.
With the Kik ICO, they've kept a huge flood of coins to do with as they please. And they will in fact do whatever they please with them.
For these 'company managed' coins, I think they serve as a de-facto 'central bank'. They'll find a way to change the rules if they choose to.
And the companies can make them more worthless at any time by changing the rules. Which they will, if they can get away with it.