As NOIA is an utility token, it will be used within their ecosystem. So imagine NOIA has x amount of tokens. A content aggregator needs to deliver content, and to deliver content within NOIA Network they must have a certain amount of NOIA tokens, as amount of data transferred is pegged to NOIA token. For example 1 GB = 5 NOIA's. So content aggregators buy large packs of NOIA tokens from exchanges or their liquidity pool. As they transfer data, they spend tokens for that and NOIA distributes tokens to the nodes. Afterwards, people sell their tokens on exchanges and the circle goes on and on.
Wow looks interesting. I am going to read about this project more and more.