I heard about Emercoin on a news story on the Microsoft Partnership and have been reading up on the coin ever since.  (that's how I found this thead)
I really like the concept of the coin, especially the EMC SSL, this is really spectacular IMO.
One thing I cannot seem to find the details on is, when Emercoin shares its Blockchain with Microsoft Azure as "BaaS" (blockchain as a service), how would this impact the actually demand on Emercoin? 

I would think that if a product decided to use (create) an EMC SSL cert, the end user, or company selling the product, would ultimately purchase an EMC coin, or several, for a single SSL cert?  I am trying to understand if there could truly be a demand created if a company had a product that required an EMC SSL cert. If they had 100,000 users, would this spawn a purchase (and hold) for each user of an EMC coin to maintain the cert?  Or would the EMC blockchain only handle the PoW/PoS and no EMC would ever be purchased?   

Is there any other item in the Emercoin concept that could potentially create a large demand?  Therefore driving the price up?

Some coins survive only on news and speculation. Hoping this one actually has natural demand due to outstanding concepts built into it.