About ERC20. It is very good question

Yes - on ICO will be distributed ERC20 Token. And first version of platform (pre-blockchain) will be use it.
But then (i think in the end 2018-start 2019) as it explained in roadmap we want to move all methods from servers to blockchain network, then we will offer to convert tokens from ERC20 to our new blockchain token.

First stage (pre-blockchain): methods on centralized servers, token in Ethereum. Blockchain used for interactions between authors and entrepreneurs to pay in tokens
Next stage (full-blockchain): token and methods both stored in blockchain

This scheme is needed because Ethereum network very cool for small transactions, but not good to store method-blocks data and execute it (it will be very expensive)