To put some flesh on the bones of this idea, imagine a hypothetical security named BLK. Demand for bigger blocks should buy up BLK and demand for smaller blocks should short BLK. The price of BLK in BTC is the ideal block size.
Now imagine that there are futures contracts for the security BLK. On the settlement date of those futures the current BLK/BTC price of those futures is taken to be the new Bitcoin block size for the next 3 months.
For instance, if I predict or want the block size to be higher on September than it currently is, I would buy up September BLK futures. My actions would nudge the price up, and if come September I am right I get what I want and have a floating profit on the futures market.
The nice thing about a futures market is that it allows capacity planning for the months ahead. Also there is no need for an underlying BLK security for a futures market in BLKs to exist.
If the market is efficient and correctly sets the block size, BTC/USD will rise and the BTC profits of the market participants will go up in USD terms as a result.