So if they want a side market about their tokens it can put it to exchanges, right?
X brand make a token and people loving it, so a user can put it at least etherdelta to make a profit of it?
Well, yes, in theory, they could just put their token in an exchange, but because of the nature of the token, almost nobody would like to invest in it, these merchant tokens are not meant to be coins, mostly because you use it to get discount, loyalty point, etc. where would you cash it? etc. besides is an additional cost to put in on exchanges, which the common user don't know how to do, it's better that it remains inside the ecosystem where it will have the best use case .