That is why Embermine has this: https://embermine.com/embermines-seat-license-contracts/ By providing and ensuring that most Users would be able to access and receive their EMB required for access directly from the site, instead of having to learn how to navigate and use the complicated Exchange system, not to mention wallets and sending funds, Embermine can ensure a consistent level of access to the tokens needed for their designed purpose.
It also provides an easy, albeit slower means of exchanging tokens for value. You can put your tokens on an exchange to sell more in larger and faster chunks, or your can commit them to the smart contracts and get a set rate at a smaller overall volume. The combination of both of these marketplaces will help ensure a fairly predictable value for the token.