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ERC20 token. Smart contract through Etherium blockchain.

Why, not what. Why not instead gather funds using Steem or another method? Why ETH?

Etherium's smart contract is currently the most reliable method to distribute tokens from an ICO fund raiser. The smart contract is set up to distribute the exact number of tokens that the rules specify, including any bonuses for amount contributed or how early one contributes.

Steem will soon have an alternative method to achieve the same ends with SMTs.