I think you would buy their token for the right to some percent of the QD security they will offer. It would be an initial coin offering (ICO) but I don't know what they would call it or if it is the bitcoin. My take away from the article is every organization has their own coin offering.
The birth of a new member or Dapp in the blockchain community is called an ICO. It is a fundraising event based on token sales that could potentially huge gains for the well-informed and daring investors.