Good question. So I think you nailed it. The value of the token increases as their adoption / user base increases. The use of the token is to ease the process of matching service requesters and those that will perform the service especially when the match crosses international borders.

There are 3 uses the team have outlined:
The first two are to give service requesters a means to promote their listing and for rewarding users through things like referrals, registration and new user rewards. These two I believe are intended to help with the platform adoption.

The main use is as a payment from the service requester to the fulfiller. There is a fee around 1% for this of which 30% goes to the reward pool, 30% goes to the platform to support maintenance and further development, 10% will goto designated charities the first of which they chose giveth and the last 30% will be burnt. The burning will over time reduce supply and aide in the increased demand.