They can give customers a direct benefit simply by accepting the created currency. Advertisers are paying tokens for advertisements being visible, users earn coins as a percentage by generating clicks and use Dollars for buying the products. Out of these profits the advertisers are buying coins on a free market. It is possible to create the perfect illusion of a truly independent and distributed system in this way. If something is going in the wrong direction, simpy stop accepting the coin and invent the next one. No risk at all.