I don't think they should be taken this lightly.
They have the the resourceful Gawminers backing them and a huge community hashtalk.org supporting them. Just checkout their IRC #Gawminers , #XPY .Its quite active to say the least.
There is also a lot of hype around the launch of their coinbase competitor , paybase.com/
They are good with their PR.
Their websites , videos are mass appealing and they have already managed to get articles out in major publications.
http:// blogs.wsj.com/moneybeat/2014/11/25/bitbeat-gaw-miners-to-launch-bitcoin-challenger-paycoin/
https:// cryptocoinsnews.com/josh-garza-to-launch-paycoin-media-tour/
http:// coindesk.com/gocoin-gains-strategic-investment-software-development-push/
They are looking to buy out companies left and right .They have made investments in GOcoin ,have already bought the exchange coin-swap.net and may buy out shapeshift.io soon and many more acquisitions to come according to Josh Garza ,CEO of Gawminers twitter.com/gawceo
They have set out a ambitious plan to become the go to digital currency for the masses and it will be quite interesting to watch how successful they become in implementing it.