Since data 0 token transactions can be made (for 0 fees), what is the incentive to buy and hold IOTA tokens themselves? For example, bitcoin's fees inherently give bitcoin value because in order to make a transaction you must hold some bitcoin (similarly, fiat holds inherent value to citizens since they must pay compulsory taxes in it). This is not the case with IOTA, as you can use the network for as much data transfer as you'd like without ever owning any of the tokens themselves. Even settling a balance transfer recorded on the IOTA network could be done in other currencies, not necessarily with the IOTA token.
Can someone describe why the tokens themselves would have or appreciate in value?