People who want to get their genomes sequenced through Nebula will pay with Nebula tokens, which will also be used by researchers and companies wanting to acquire that data. https://www.technologyreview.com/s/610221/this-new-company-wants-to-sequence-your-genome-and-let-you-share-it-on-a-blockchain/

You pay. It's an investment you make until you have a taker who pays.