I believe the selling would be on the peer to peer network through a block chain system, like bitcoin and ripple trade through coin base. I think Matt names some system in his first address. The coin base system removes middle men and the ability to short the token you are selling. Figure it this way. If HJOE audits on a block chain ledger system (very cheap with everything I've read) and reports 2 million in profit, which WE can see in real time, the token or currency will be worth more and move up, like bitcoin and ripple have.

This is the way I see it with my beginning understanding of the system. If we buy in to gain tokens (perhaps as an exchange for our shares), we become founders of the system. The perk to this from what I read is it is tax exempt.