So here is my understanding of this project:
1. Owning Aura coins allow anyone to create their own tokens.
2. any of these coins can be exchanged on YouStock decentralized exchange.

These are good attributes of a project.  By participating in this project, purchasing aura coins, the floodgate could be open for new tokens.  The whitepaper describes some usecases such as athletes and employees.  When considering somewhat limited resources such as athletes and entertainers, buying their tokens could be somewhat understood.  But considering how each employee could issue a token and distribute them (sell them), I have a harder time understanding the marketability.  For any investors to buy these tokens, they need to be able to analyze the ROI potential.  When people wanted to purchase some shares of a publicly traded company, they could refer to the quarterly or annual reports.  And these reports are strictly regulated.  False reports carry severe penalty.  But for a person's resume, there can't be any regulations. 

So with limited knowledge we get to trade these tokens.  To achieve any kind of value, there has to be fair amount of people willing to sell and fair amount of people willing to buy.  With so many ISO tokens, how could this be accomplished.

Could someone please explain how having so many tokens through ISO can be beneficial?