They unfortunately have a failed project and want to try to make a grab for power, previously this group tried to make it with 'bitcoin unlimited' but it was a flop and I think this will be too. It was strategically put out there 5 days before to scare monger people as you said in your post above. If it splits I say so what for normal users like you and me...One will take off and the other won't..Just be careful not to sell the one which has the most support! Also worth a mention is that viaBTC only holds a little over 5% of the total mining pool, so if you ask me...I have a feeling it could fade away or become the biggest dump in known Crypto history.