Is there truly a meaningful difference between tokens and blockchains though? Sure, the token is running one level up in the architecture hierarchy, using a blockchain or maybe even another token as its settlement layer, but from a user's perspective it doesn't act any differently. It's kind of like how, as a user, I don't know or care whether the HN webserver my browser is talking to right now is running in a VM or on bare metal.
The actual use properties of tokens/coins/blockchains aren't any different.
But maybe they do and thought "Well, a blockchain is a good idea to track photo ownership AND people make mad bucks with crypto currencies at the moment, we can offer a something that has to do with photos and make big money on the side"