Okay, in startups, corporations are formed and the equity (shares) in the corporation are doled out as currency. Completely useless currency given to helpers under the idea that they'll get rich one day in very improbable scenarios.
There is no legal way to sell the shares (hyperbole, but very many hurdles). And exchanging additional shares for cash investments only serves to make your non-sellable stake in the company smaller while increasing your tax burdens in many scenarios. These new investors are typically VCs and they push for changes in the company completely unrelated to the founders vision, and good exits never come, because of the many ways VCs can get their much of their money back before founders or even employees get anything.
In token sales, there may be a corporation for liability purposes but the equity in that corporation is not being sold at all. A product from the corporation is sold, a product with the unique characteristics of having easily formable secondary markets.
Tokens are initially created and sold in exchange for US dollars, or Ethereum or another liquid token. This is used to grow the company, just like any presale on kickstarter is used to grow a company. Yet, the equities regulator is sticking their nose in it (for good reason), but a more applicable regulator could be formed to help grow the market and still obtain the consumer/investor protections they desire. I digress:
Everyone that buys can immediately sell to other people, if the demand is there.
Everyone that earned tokens by helping the corporation, including the founders, or large purchasers who also wanted to see the project develop, can also sell to other people. Immediately.
If there is demand, then existing holders that helped fund the company (buy buying early), can sell to other people at a higher price.
This is only "controversial" and "confusing" because it is more advantageous than the promises people sell to 20 year olds spending decades of their life for useless sweat equity, and it undermines the existing VC industry. It is potentially as revolutionary as "the share company" was in the year 1600.