I remember when it launched, you had to gather all the parts of the treasure to win, but it was basically impossible. And I think they didn't even had all the riddle figured out at the time. It was supposed to be a mysterious thing but soon the company that was behind it appeared and I think they were going to come up with new riddles as the time passed, which sounds scammy to me (as they can make it last a long time or make it harder or easier depending on what they were seeing from the community).

I say it was impossible because they would put hints in multiple countries and you had to go the places to get them, which they say was to incentivize formation of teams. Some teams were formed, but I highly doubt teams would be stable and that people would be trustworthy enough, specially since the team you're forming is with random people from the internet you don't know at all (who by any chance knows trustworthy longtime friends from dozens of countries?).

Cost too high, rewards too dubious, I didn't look anymore after the 3 first hints, but I would guess everybody gave up and the company stopped giving out the hints.