Honestly, the developers aren't going to do that in any real sense.  It's up to other people with drive to buy up a lot of the coins and then try to sell the use of that coin so they can get profits from its adoption.  It's a currency, so anyone can invest in it and then try to make it useful.  (Though, it goes back to my earlier discussion that the only way you're really going to get people to use this coin is if it does something that people want to use over the other choices that are out there.  But for now, we're focused on tightening the mining supply of coins.  The road map points to some point of sale features to be added later.  Though it is very doubtful that anyone will use these if the coin has no benefits over using Bitcoin, Litecoin or the various other coins that are out there.)

It needs some further innovation to stand out. 

In the short term though, restricting the ridiculous number of coins being produced should be the primary focus, since it is constantly diluting the value.