The total supply is not limited. When signing blocks, miners (publishers) provide their votes on money emission/destruction rates to balance supply with demand at the target price level (1RAY:1USD). That is if a speculator or investor takes hold of a significant share of money supply, causing the price to go up, consumers will delay their buys, while publishers will vote for emitting more coins to come back to the Nash equilibrium which is minimizing transaction losses and increasing exchange velocity.
We design a coin that doesn't have value on its own but rather serves as a lossless medium to transfer consumer's gratitude to publishers and authors. (It may eventually go beyond its first practical domain towards a form of gift economy in the future, as CoinCube pointed out.)

There will be no crowd sale. The newly emitted money is distributed pseudorandomly among the biggest recipients who are most likely to keep using the platform (alexa top 5K to start with). On absorption, the money is primarily taken from the accounts it was previously emitted to, those with poorer activity at first place. Publishers and authors can be seen as shareholders of the platform with their shares changing in accordance with the relative volume of their transactions and the value of their shares with the total supply.

Although emission for the bounty campaign doesn't follow the logic, it might be a justified exception at start to help spreading the word and overcome the chicken or egg challenge.