To understand what Verlinde is proposing, consider the concept of fluidity in water. Individual molecules have no fluidity, but collectively they do. Similarly, the force of gravity is not something ingrained in matter itself. It is an extra physical effect, emerging from the interplay of mass, time and space, says Verlinde.
"It is not even a theory yet, but a proposal for a new paradigm or framework. All the hard work comes now." - Erik Verlinde