You also get paid by selling your data with their tokens. I guess also to buy the data is the same story?
Why would an individual buy somebody's data? I think it works only one way, you sell your data, Bitron will collect it, analyze and sell it further to interested companies so they could use this analysis in order to improve their digital marketing campaigns.
I don't see any difference between an individual and an organization as long as they are paying the required amount for a certain kind of data.