This asset, PENISIUM, is the back-bone of the Penisium meme project which started on a system created by their team called 'Proof-of-LOL'.
This project includes many singular assets in the directory submitted by the community and are rewarded in PENISIUM by submitting and collecting the cards in this directory.
Linked below is a great in-depth medium article by Subterranean that describes in great length the distribution and project specific process for PENISIUM.
Long story short: the more PENISIUM you have, the more benefits you get.