Very much agree with charlie.
It makes sense to keep the project low key, so you can dominate the mining aspect in the beginning and that is clearly what they have done.
As the creator you want and need to have a majority stake in the project to make it work. and also to get rewarded properly so you will keep working on improving it.
This is a new form of organisation, which is very interesting. THe steemit for the first time have found a way to build a system where the company does not really matter anymore. Everything is run by the blockchain. It is clearly an improvement and extension of what bitcoin has started. If this is a scam bitcoin is a scam also.