It feels more like a scam than an innovative form of money. I'm not sold on the intrinsic value of a few snowflakes of gold, assuming they are there in the first place.
I've been keeping an eye since the beginning and I can't say I've seen interest growing. Other than the occasional 5 dolar novelty gift, you have to wonder what's wrong with coins? They are easy to verify and way more durable. What is the innovation here? The need to trust an issuer?