Believe me, it's a service.I've worked on similar stuff but for the gambling industry and it's often reffered as "hooking".Let's say the chips you buy at the casino, they represent a service too, not a currency.The idea is that when you lose them on the roulette or w/e, you've got no basis for asking your money back, since you've recieved what you paid for - the chips (the service).Same goes like 99% for NCoin and other tokens (yes it's much more accurate to call it a token).The only difference here is that you cannot cash out the tokens you got.
I'd strongly suggest you'd read the EULA