Simple, it's a new marketspeak buzzword that can easily be used to dupe people into thinking that your BS cryptocurrency is legitimate, and to let you get money from people before you even have a working proof of concept or any market traction to actually say it is even legitimate.
For all intents and purposes, it's the Ponzi Scheme approach. You pre-sell something that doesn't even exist yet and might never be worth anything. BOOM, nubes and rubes hand you real money for your magic beans.