[michaelscott]

I just mean that tokens indicate buy-in value for a product in the same way that equity does, not that they're perfectly analogous or the same by definition.

If Amazon were to decide to set up some kind of coin product it wouldn't really work unless it were backed by something internal. So it's perfectly feasible that some kind of blockchain product the guys at Amazon come up with necessitates a token and this coin would certainly be correlated to the future of that one product's success, but as a company because they've already had an IPO and trade publicly what's the incentive to adopt a coin for the whole pie?

It's definitely not a case of blockchain-all-the-things (although that can be almost impossible to see just by glancing into the ICO space).