This is leveraging Ethereum, to create a currency, to address a market need: photographers getting appropriate renumeration and accreditation for their work.
Picture this: you snap a photo, its hash is on a decentralized public record. If someone uses this photo, you're aware of it and can be rewarded/credited appropriately.
We can scoff at the blockchain-ization of all these applications, or realize that they really do have far-reaching implications. Whether the investors are patient enough to wait for the benefit to become actualized, though, is a whole 'nother matter.