Aurum

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From www.eveonline.com:

What is AUR?

AUR is Aurum. It is a virtual currency that can be used in EVE to purchase items from the Noble Exchange. These items include a range of exclusive apparel that can be worn by your capsuleer or traded to others for ISK on the in-game market. AUR appears as a separate balance item in your character's in-game wallet and cannot be transferred from one character's wallet to another character, even if those characters reside on the same account.

Aurum can be acquired by converting PLEX into AUR, or by purchasing and converting Aurum Tokens.

In Dust 514 Aurum is also purchased directly in game from the Playstation Store. This in turn is used to buy equipment and BPO Militia Gear for Dust Mercs to use in game.

This is the micro-transaction 'freemium' model that CCP uses to fund Dust 514.

How do AUR tokens work?

When you purchase an AUR package you get the value of the package in Aurum Tokens. These tokens can be redeemed via the in-game redeeming system to any character on the account. From there Aurum Tokens are an in-game item, much like PLEX, and can be moved and traded like any other such item. They then can be right-clicked and "Redeem for AUR"'d to convert their value into AUR to be spent in the Noble Exchange. After Tokens have been redeemed AUR is non-transferable.