If you wanted to run a twitter-like platform of some kind, or something else, you could try to do it with the value having be in the wallet so people can use it.  They would just have it there to use the service.  That might work on its own.  What EOS does is make the businesses running on EOS have to buy and hold the tokens, so the general public can use services without it if that's the business model each EOS dapp has, or they can use their own token with some other model.  An itz twitter-like platform would have to require everyone to keep tokens in the wallet.  otherwise there would be no use-case at all that i can think of.

With publishing, i've given 2 use-cases for itz.  1.  small amount to get in.  2. marketplace to spend it with once inside.  And my political agenda is free speech.  so no advertising.