This differs from Bitcoin, which is not issued by any company and has no central organization that does any work or promotion of the token.
The response from American cryptocurrency exchange Bitfinex expresses the distinction between securities and other types of tokens:
“As a U.S.-based digital currency exchange, Bittrex is committed to incubating new blockchain technology projects and offering innovative, compliant digital tokens to our customers. Bittrex uses a robust digital token review process to ensure the tokens listed on the exchange are compliant with U.S. law and are not considered securities. Bittrex is committed to helping advance the United States’ global leadership in this emerging industry, and we look forward to continuing our proactive dialogue with the SEC and other regulators on how to build a secure, fully-regulated environment for blockchain that encourages innovation and economic growth.”
https://support.bittrex.com/hc/en-us/articles/360001525152-B...
They seem to be prepared to meet the SEC in court to argue that the assets they facilitate trading for are not securities.