I think I get it now, thanks for your replies 
I'm a little late to reply, but someone else might be looking at this topic for answers.
I posted on the bitcoin reddit recently about this. You can see it here.
Top comments are:
Quote from: vvv7777777
Two guys (known as Winklevoss Twins) filed for a bitcoin ETF years ago. There's lots of hype around this because it will allow "regular" investors to invest in the market -- which will cause the price to skyrocket. The final deadline for the SEC to make a decision is March 11 and people are speculating leading up to that date whether or not it will get approved.
Quote from: Erumara
A company wants to buy bitcoin, and then sell paper certificates for those bitcoin to suckers speculators on paper markets.