PRL storage not only allows people to monetize through treasure hunt algorithm, but it is also the #1 most anonymous and decentralized storage system out there.
You can't get more decentralized than IOTA (especially as Tangle grows), and storing files in transactions is literally the most anonymous thing you can do.
At current PRL prices, the peg of 64 GB/PRL is cheaper than BAT too (since a PRL right now is trading very low).
I think BAT is a competitor, but who cares? Most coins have like 20 competitors, but that doesn't stop them from somehow staying relevant price-wise.