A good text-book case would be if Tesla brought out a new flash car called the "Tesla ICO" with a rule that it can only be bought with newly issued tokens. Tesla would issue tokens now to raise finance to develop the new car.
Since demand for most Tesla cars exceeds supply (long waiting list), the tokens would have a ready market from those who want to own that particlular model.
The interesting thing would be to know whether such tokens would trade at a premium or a discount to the value of the car. I am sure many people would buy them up despite having no personal interest in owning the car, just like scalpers who buy up blocks of tickets to football matches or pop concerts.
