If it was crowdfunded somehow I’d think that. This is someone with plenty of room for their ideas (Mercers are pretty extreme in this sense!) so it’s someone making a space for others’ ideas in that case.

But more likely it’s a scheme to create a platform to deliver ideas to a specific target group. Or a way of attacking the established actors and regulation in the space. Or a way of simply creating division. Or (my guess) all of the above.