Thanks for your question.
The existing science research system is extremely wasteful, inefficient, and does not deliver value for money. Equally, the profit margins of the traditional science publishers are around 40%.
At the moment most research is pay to publish and then pay to access, or pay double or triple to publish, so it is free to access. Academic research is paid for by you and me via our taxes, or when we pay for medicines or other products that required academic research.
Our idea is to build a community of supporters who support our open access mission. We also seek supporters who also believe in the power of blockchain technology (in this case Ethereum) to create an ecosystem which will encourage and incentivise positive behaviours, such as reviewing articles, having an article cited elsewhere on the platform, replicating an existing study to confirm it (or not) and so on. We are also time-stamping each submission and variation on Ethereum, and providing a method to prove ownership of research. This is important for scientists to be able to prove they were the first to publish, and also important from an intellectual property perspective.
In a nutshell, it is in the interest of society at large that the science research system is improved, as it is us who will benefit in the long run.
So as to why non academics should buy the tokens: Firstly, it would mean being part of the community and also part of the movement that funds the development of the platform. Secondly, by having a global network of supporters who are also stakeholders, this is along the lines of our mission to be a 'social good' enterprise. Lastly, as the token will be required to use the ecosystem, and as we aim to go to market in the middle of 2019 with a finished product, we expect demand for the token to rise as more journals launch on our platform.
Here's an article on our Medium page which may help explain:
https://medium.com/eureka-token/the-publishing-problem-in-science-can-be-fixed-with-tech-1d6241aeb77f