I read up about it. Everytime you buy, 10% of what you pay gets distributed among all coin holders (the more coins you have, the more you gain obviously). So you'll get a fraction of everyone that buys after you.

Whats interesting is that when the price dumps there are less coins in circulation and the people who "held strong" get more dividends when people start buying back in (which they are incentivized to do because it became very cheap and the potential earnings are higher).

Im going to throw a small amount (like 0.3 ether) at powh3.com since its cheaper and i'll update later with some feedback.