In the end they only own a fraction of the coins. This is the...

In the end they only own a fraction of the coins. This is the basis of the project: giving the power to the users.
AB profits from the increase, but not as much as they would profit from a large user base, if the Sandbox would go mainstream.
Anyhow, the higher the sand price, the more attractive it is to get engaged wit the Sandbox. And the more people involved the higher the price. Think that’s the goal.