Strictly speaking, that was one of the ideas behind Ethereum. Instead of just being "another coin", it is designed as the backbone for smart contracts and altcoin offerings.

As to Ambrosus, I would suggest it is significant that the core team is the real deal. Personally, I will be taking a closer look at the real business value between now and the ICO launch. Unfortunately a great idea can still have a bad business model and lead to failure. I hope that is not the case here, but I can't afford to invest or speculate without a modicum of due diligence.