The key word in this post is ATTENTION
Because that's what wins through in the end. Whoever has the consumer, or end-user's attention are the ones who'll win. Look at Bitcoin, as it gains more attention, the sentiment to the coin rises and that's what is driving its value. As a "store of value", if we collectively decide it no longer has any value, it's value goes away, we'll sell and its price will tank.
So, if people are launching tokens and giving them away, it's because they want our attention. That's what they're fighting for, and we, as consumers can benefit from this new paradigm shift. All of a sudden, the value of us, and our data is being shared with us, rather than traded on, and exploited on the web.
Google, Facebook, and the rest "give" us free products because they are profiting from our attention. Now we get to join the party too. Exciting times!