I don't know what paysafecards are but you can use your bank card or credit card on certain exchanges such as Cryptsy and Ghash.io. So I would say marketing hype..
Look at the liquidity of any coin you are interested in. That alone should tell you whether or not its a good investment.
I would not say it is a marketing-hype as I wasn't completely sure it was a crypto-first, but that doesn't really matter if it is or not. Most of us hadn't seen it yet and using Ghash or Cryptsy is far from proper usability for new people. I've managed to make buying NLG a 2-step process with this website.
Paysafecards have a lot of benefits, because they are easy to come by for Europeans, they are anonymous because you do not need an account to buy or to use Paysafecard, you don't need a bank account because you can buy 'm with cash in stores like Primera, Hema etc. And using Paysafegulden.com has been nothing but a breeze thus far. 21 orders processed thus far

Almost 1 per hour in the past 24 hours.
So yeah, it works and people use it. Why? What Bluestreet said:
https://timeline.guldencoin.com 
I urge you guys to read up a little bit about Guldencoin, you'll find it very interesting to invest and you're always welcome to join us on the Dutch or English section of the official forums for input, suggestions, questions etc.
https://forum.guldencoin.com