I guess COB will stay internal token of Cobinhood itself, you can compare it to Binance BNB token or KuCoin KCS, that traded only inside correponding platforms. The only question is from where there will be demand for COB tokens as platform has no trading fee, so the value growth should come from some other utility. Let's hope we will know soon and the price will increase.
So far COBs were used to get some CyberMiles Tokens (CMTs), you got a proportional number of CMTs depending on the number of your COBs (and spending 1 COB). So I expect that similiar advantages like this will come in the future. It's only one month but IMO this project looks really interesting.