Great question and to be honest I had to talk with the Photochain team about it. This iss their answer.

1. First we are bringing on board those media buyers who want to support the crypto economy. There are a lot of these out there, so these bigger players can help attract the others.

2. As photographers naturally move over to platforms that treat them fairly, they won't be listing their photography on other platforms. Many photographers have told us that they only use stock photography platforms because there is no other way to sell, but once we go live they will take their photos off stock platforms. As a consequence of this, photo buyers will have to move over too.

3. Pricing would be fairer as photographers can set their own prices and take home much more revenue than from elsewhere. In many cases, this will have the effect of actually lowering prices for buyers.

4. Overall service level for buyers is better - blockchain will help them keep track of their own rights to each purchased image - less risk of accidentally breaking copyright rules, delivery in seconds, much simpler to use platform etc..