Guiding principles of EM Coin

Having an even distribution of coins is better.
How?
PoW (scrypt) is used and the coin generation is only very slightly weighted to the early adopters to enable coins to be distributed to 'the masses' rather than a few early adopters or those with specialized hardware

Supply adjusting for demand is better.
How?
The mining reward is a factor of the PoW so if the coins become popular, price goes up, more miners will join, reward will go up, more coins will be introduced introduced stabilizing the price. If the price goes down the opposite will happen

Less centralisation is better.
How?
litecoin PoW used to keep the majority of the mining power away from the centralised groups for as long as possible. Should PoS be used to this end as well?

0 transaction fees are better
How?
Mining reward keeps these unnecessary, possibly a minimal amount could be introduced to keep away 'spammy' transactions if they become a problem

There is enough great work done by many people to enable a coin with these properties to be built with little effort and a meagre amount of skill. The currency would be as close to a boring public utility as possible and not
a speculative instrument to reward early adopters or traders.

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