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They'll be used in the inevitable side game (think Dream Radar) which will be necessary to obtain a lot of rare Pokemon, but it takes 10 coins to play it and the Pokemon you get from it is random each time, with no way to influence the results.
If you actively hate Justin Bieber... then you don't know what "intended audience" means. Hate Twilight instead, it's far worse.
Likely as a random lottery feature for prizes and/or rare Pokémon, though you've got absolutely no way to influence the results. And of course, GameFreak will make it so that the lottery gets temporarily shut down if you mess with the system clock so as to get more Play Coins per day.
With these play coins speculations im going to start today and max out my coins everyday. For 2 months for pika 3ds xl and then another 2 months for reddie. My red xl. But if they dont use play coins... idk lol