It's the early phase of the program. We will be rolling out more contests giving away coins soon. The intention is for active users to have a chance to earn enough coins that they are eligible to cash out as GOAT ballers, but we don't want users to hoard coins and P2P transfers opens up the program for abuse.
Also, to clarify, no coins currently in circulation are currently expiring. Once we get more users into the program and program new features, we'll have more information about this.
Another thing we're thinking about is a future auction where GOATs can bid on something that we have a limited supply of - for instance Super Bowl tickets. There are a lot of fun ways the program will evolve over time.