Forgive my ignorance but how will this share price grow when there are 10 mil shares and only like 12 mil bitcoins in circulation? I guess my question is how its different from a standard company thats traded in fiat with no cap?
Real BTC in circulation and share price at the market do not have a causal relationship, for a number reasons.
If I trade you 10 shares for one 1 BTC each, since you desperately want them and no one else wants to sell, just 10 BTC is needed for this transaction. When done on BitFunder, the market price is 1 BTC and there are 25,000,000 shares in total. No restriction to share price by whichever number of bitcoins in circulation.
When I trade with you on BitFunder, I assume BitFunder backs the BTC you pay me for these 10 shares with real BTC and I will be able to extract these BTC from BitFunder into a address in the blockchain under my own control. These on exchange 'BTC' you pay me with, do not reside in your address in the blockchain, but come out of the BitFunder database. It's just transferring a claim towards BitFunder from you to me. Just hack the database, add some zero's and you can spend whichever amount on shares.
Also, it is easy and profitable to work with a fractional reserve of the funds your being trusted with (a.k.a. banking). In that case, much more (off-chain) BTC can be spend in the total economy, since extracted BTC from the funds go back into circulation. The asset "Ukyo.Loan" is much more costly for BitFunders operator, than a direct (hidden) loan from the 'dead money' residing in BitFunder, so the last one is inevitable to happen somewhere sometime.
Also a loan itself doubles 'BTC' in circulation. The lender has 'BTC' in the form of debt, while the taker has the real BTC to spend. Both have a transactional value and depending on the debtor, the debt is in a transaction 'as good as BTC'.
The answer to your question is: it ain't "different from a standard company thats traded in fiat with no cap".