For simply holding these coins in a wallet you generate dividends known as GAS. Check out
https://neotogas.com/ to see how much GAS you can generate. GAS today is worth $35 USD so not a bad dividend to receive. Also this is 'China's Ethereum' being highly scalable at 10,000 transactions per second!
I don't know much about. I know only that it is a blockchain platform coin. But cardano and IOTA are more advance than NEO. People have interest in NEO just for GAS.