The fact that members of the '1%' are involved doesn't, by necessity, make the group hyper-conservative. There are 1% members that fall in areas throughout much of the political spectrum.
Of course, the founding members of this particular organization obviously have a specific agenda. That agenda is: Find the candidate they like and have it seem like a grass roots effort (aided by infrastructure provided by the group) catapults that candidate to popularity. This intent is obfuscated; thus giving off the appearance of impropriety. I don't know, however, that it is altogether different than what happens in any major election. Powerful folk say "That person has charisma, thinks like us, and can probably be somewhat controlled. Let's see if we can help them launch a successful bid for X office."
I've done a very limited amount of research on this group, but what I have found is of interest to me. I listened to an NPR story where one of the group's founders discussed they type of candidate for which he was looking. IIRC he was looking for someone in favor of a limited federal government (with a balanced budget), but also pro-choice, for gay marriage, etc. The interviewee drew a pretty accurate picture of the type of candidate I've been looking for. That piques my interest as right now it's difficult to find a fiscal conservative that will let people control their own bodies and who isn't spouting off about Jesus on a regular basis.
I have a bunch more research to do on this organization before I'm convinced that it's anything I would support, but the info you've provided doesn't automatically persuade me that the group should not be in contention for my further attention. Of course, it's good info and I appreciate you taking the time to provide it.