Fake team, fake accounts on FB & LinkedIn, no presence before September, hidden whois information (why is this necessary with a visible team? It's not.), no real product with fake mockup screenshots, no real unique features, no clear action plan besides "we're working on this, we've got partners, it's under work...'
Regardless of Jay's intentions it would be good for the community if we can confirm or refute those claims.
For example, the link to Oleg Kurov's facebook profile on the website is broken.
On the other hand, the team photos appear to have been taken in the same studio, the lighting and background is similar. It is therefore plausible the 4 members were in the same room and know each other.
Their LinkedIn photos are different from their team photos, but they resemble the same persons. They have plenty connections and are from Latvia. Should be verifiable. Aleksander Kansky has Live Stars in his profile.
Lots of successful ICOs have mockups or even only a whitepaper - remember Tezos?
Based on this information I see no reason to call it fake.
