You sort of have to believe in peak oil to want to invest in this, right? It makes total sense if there's really a near-term peak (within seven or eight years, say). It makes no sense if peak is several decades off (you'll lose your shirt long before then). Be very interesting to see whether they can raise the money.
That's one of the things the futures markets are supposed to be for. You can in effect lock in the future market price of about $60/bbl. This provides a certain amount of insurance against price drops.

Now this may not be enough for a business investment, where you not only want to break even but hopefully have a long term, highly profitable business. But at least it can take away the sting a little if the bottom drops out of the market.