If it's a speculative asset, people could buy one solely for that reason as well—like if they are bullish about it. Perhaps some may even be compelled enough to try EVO. In a way, this can be used to gain new players.
TBH, whichever marketplace would work fine IMO. Though one good thing about being available in established marketplaces as well would be their high traffic. If the collection performed well, it can be on the front page and they may get the attention from userbase of these platforms.
I'm guessing that this is one of the reasons that the EVO team wants to make such a rewarding program/ structure. Gaining extra customers because of those NFTs and their usage. However, I'm a bit skeptical since it will be something for internal use, or not?🤔 Well, this is something (among other things) that the EVO team will clear out soon enough.