None of it is on a blockchain. They are launching an external website that doesn't interact with the steem blockchain the tokens will be on Bitshares.

The token allocation is

80% of Dstore tokens go to Dstore.
10% of Dstore tokens go to Bitshares.
10% of Dstore tokens go to SP Delegators, Gifting, Drops & Shares.

This has less than 10% to do with Steem. However they have presented it as a Steem App.