Well if their goal was to train an AI capable to be integrated in mobiles phones to be able to scan the eyes of people to unlock it, then it would have been a great goal.

Tho I am not sure of what they really want.

Maybe a a way to get data and sell that data later. They have the hash for the eyes of the people who got scanned. So in the future maybe they can sell that (or get hacked), and advertising companies could use that for tracking people with theit AI.

Maybe what they are trying is getting a lot of noise to increase the value of their crypto (no idea what crypto and identity have in common) and do a quick cash grab with people buying in it.

Maybe their real goal is making an ai capable to identify everyone and sell that ai as said above in security devices but not in advertising.

Who knows. But right now the way they are collecting the data, is pretty bad.