I agree that the GP comment is uncalled for - we have no way of knowing if this company will help or hurt families, so let's give them the benefit of the doubt.
But let me address your second question.
The way that a trust is set up, it's not always the best solution for reducing the cost of college, particularly if you think you will qualify for financial aid (though that's a very difficult projection to make for the year 2030 at this point).
The way financial aid is calculated, these assets count against your eligibility. So while having the money won't 'hurt' you in some sense, there's the possibility that you'd receive that money from financial aid anyway, and by saving e.g. $10,000, you've reduced your financial aid eligibility by the same amount.
Of course, if you are able to save up the cost of college (>$200,000 for private schools) over two decades - or at least come reasonably close - then yes, it is good to have that money at the end of the term in case you wouldn't have qualified for financial aid anyway, but as you can see, having the fund doesn't necessarily leave you better off than the alternative.
The kicker is that the very-wealthy are able to secure vast amounts of financial aid for their children. I went to an Ivy League school, so I'll speak to their policies, as all Ivy League schools but one have the same financial aid policy: guaranteed to meet 100% of 'demonstrated need'. The problem is that 'demonstrated need' is very easy to manipulate if you're savvy enough to know how to reduce your taxable income, reduce your child's net worth to zero (or less), and exploit several other loopholes that are nevertheless entirely legal.
The end result is that I had some classmates whose families were wealthy enough to donate tens of thousands of dollars in charitable donations, and yet they also received the top financial aid packages reserved for the 'high need' (ie, very poor) families.
All of that is orthogonal to the company we're discussing: it's possible they may help, and it's possible that they may 'do no harm' (ie, it will be a wash for the family). Or they may be able to help educate these families how to take advantage of those same loopholes, but that would be difficult, and it's completely unrelated to the business of simply having a trust.