By having zero trading fees, this now allows smaller players to buy micro purchases of their favorite companies. As an example, you can now buy a couple dollars worth of 250 different companies for $500, and then sell those same 250 different companies and never lose a single penny to trading fees. This encourages diversification without incurring an expense.
This sounds a lot more like a ETF than anything. It is an awfully interesting concept though, using Bitcoin in it.