Purchasing shares is much more than betting on a company. It's giving them money for a percent ownership of the company. Share ownership gives you voting rights on the company direction, a claim to the company's assets and profits, the potential for dividends payments, the right to sue directors for acting against the interest of the company, the right to recover losses from misleading statements and actions by corporate directors. These coins entitle you to nothing, and allow these companies to sidestep regulations that protect investors from scams. All these things were put in place because your average person doesn't know what they're doing, and they think stock ownership is just gambling. In fact, for many investors with little to no cash to invest, it is gambling. Can you afford a lawsuit to recover your $35,000, should your investment disappear into the ether because of malicious executives running a scam? Probably not. There is a very good reason why millionaires and high income individuals can become registered investors and can be solicited for funds by risky startups and nanocaps. The SEC doesn't want people who can't afford to recover from a scam to be solicited for investments. That's why publicly traded companies must file regular financial statements while non-listed companies must have investors go to them of their own free will.

Equity in a company and the tokens the company issues are two separate entities. The tokens only have value because people speculate on them (though some tokens promise to distribute revenue to the token holders through smart contracts in the future).

It's possible we see companies in the future that exist solely on the blockchain and don't have a legal entity, and tokens effectively are shares in the company, with voting rights. But that's not what we have today.