That is a fair criticism, however I would say that the reason we are going for the TLD now is because now is the only time we can do it. The last round of TLD applications was in 2012, so if we don't apply now, it could be a veeery long time before the opportunity comes around again. We are a new org and our goal is to build functionality in parallel with the ICANN application which will likely take years to resolve.

Are you working on the not-TLD parts in parallel? If you don't get the TLD, do you plan to launch on a more traditional domain?

The marketing stuff makes it look like the TLD is your main focus.