If it's like Assembly, the coins/tokens themselves don't have value _per se_, they just represent ownership. Basically, in this case, it's acting more of a ledger to represent equity than as the commodity it's typically used as.
An example:
UserA posts a great idea, and wants help to implement it. UserA is an MBA, has a business plan, a rough idea of execution, etc., but is not a programmer, or a graphic designer, or anything like that. UserA realizes she needs help, so she posts bounties - with features relative to the importance of the success of the project. "Need a landing page" might be a feature, with tasks broken out like "design a logo", "build a wireframe in Sketch", "convert Sketch wireframe to React frontend", etc. Each of those tasks will have a value, represented by Ether.
UserB, a graphic designer comes up with the perfect logo, which is worth 100 ether. User C, a frontend developer picks up the wireframe task, gets consensus, and then bangs out the React work, for a total of 250 ether. Other work gets done and an MVP is launched. The MVP was built, and a total of 5,000 ether were distributed as bounties were claimed and completed. User B has gone on to do a bunch of other graphic design tasks, and has a total of 600 ether, while User C left the project after completing the frontend work. The project's MVP launches, and makes $10,000 in profit. Because UserB has 600 ether, and 5,000 ether have been issued, UserB's share entitles him to ~12% of the profits, so he is disbursed a payment of $1200. UserC's share entitles him to $500.
As the project grows, UserB takes on more and more work, and more and more ether are issued. UserC doesn't ever come back on, but is still entitled to profits on the work they've done, though their share of ether will keep being diluted as the project goes on.
Hopefully I've been able to illustrate that the coin in this case is used not as currency itself, but as a representative stake in ownership.