The point is they fall short of being money, as being an alternative to bitcoin as a store of value.
The servers are rewarded with software licenses, which they can sell like any other software company sells licenses. The only difference is it is a collective system, which they are operating collaboratively, while also being competitive in the long term. They must convince the users they will do a good job in the future, and the best way is to do a good job in the present. Unlike Bitcoin, excess profits are not dissipated in heat, but will be dissipated in satisfying active users, by making the network more reliable/resilient/available/marketed/who knows. In the short term, it doesn't look like there will be excessive profits, where the marginal revenue is above the marginal cost, even after inflation starts.
I feel the following hasn't gotten enough exposure. It might help shed some light on the economic system.
https://www.reddit.com/r/factom/comments/47nyx0/thoughts_of_the_economic_model_of_factom_and/d0gqwdz