The interesting thing about securities is that although we think of a security as a "thing" (like Kin) its actually a transaction - as in a "securities transaction". Meaning with two transactions involving Kin, one transaction could be a securities transaction, and the other could not.
This is more obvious when you think of the original Howey test. Selling an orange grove is not a securities transaction, but selling an orange grove where you also promise to cultivate the asset for the profit of the investor is.
Selling $5 of Kin in to a Kik user doesn't sound like a securities transaction, but selling $5 Million to a VC fund does (though probably one exempt from registration).