What's so special about it?
It's a real world use for a token. They are aiming to offer decentralized and virtual products for companies. They will be able to run ICO's on the platform where company's token holders can vote on issues. They will also offer automated and decentralized services such as a accounting and a decentralized court/arbitration system. Each company will be able to set their own rules and governance regarding their token holders.
It is especially useful for a company trying to startup without having any physical offices, they could interact with their employees virtually while having all the accounting and legal done on aragon. An example of a companies that already tries to do as much are software startups and the aragon network will offer a much cheaper way of doing it than is currently available.