In my opinion, IOTA is UNDERVALUED. IOTA not only has this new data marketplace, it more importantly has developed the IOTA tangle. The tangle is different from block chain. Instead of a sequential ledger structure (like all Block Chain ledgers), the tangle is a tree structure. Each transaction points to (or is attached to) two other transactions. So in order to attach your transaction to the IOTA "tangle" you have to do proof of work(cryptographic verification) on two previous transactions - that is the "price" you pay for using the network. This creates a network where the speed of the network grows exponentially with the number of transactions posted. This implements a distributed computing based proof of work network. The benefits: fee-less and highly scale-able. (both huge block chain stumbling blocks - pun intended) This is why I sincerely believe IOTA is the replacement for the old block chain technology. I also believe IOTA is significantly undervalued as such.