I think this quote is more telling (about a previous viral article months ago using the non-existent "estcoin" to promote E-Residency), since it's exactly what I thought even before clicking the link:

    Many people [...] wondered if the whole thing was nothing
    more than a marketing stunt for the e-Residency programme.

I don't think I've ever read an opinion of Estonian E-Residency from an independent party (ie, someone who wasn't involved in it, promoting it every chance they get) that didn't write it off as hype. This article looks like just more of the same.