This is a pretty interesting concept. Imagine being able to buy shares for virtually nothing...but the cost of the shares.
http://online.wsj.com/article/SB10001424052970203358704577237353576597194.html
Rather, the goal is to expand the opportunity to people who today are largely shut out because the brokerage industry insists on charging dollars for transactions that cost fractions of a penny to execute.
http://online.wsj.com/article/SB10001424052970203358704577237353576597194.html