This assumes you're willing to trust their software and hardware.
I suspect they're right that this is a far more effective and comprehensive approach than IEX.
I think IEX is going to nail them to the wall because their target market understands and trusts a giant ball of cables having a particular length, but can achieve neither when faced with a giant ball of computer science.
Other than the first sentence, this comment was about potential customer response; I don't have an educated opinion about how trustworthy and/or effective any given exchange software is.