We are working on a platform for exchanging Ethereum (ERC20 tokens) at Ethdex. Exchange happens atomically and on chain. No counter party risk, unlike exchanges such as Bittrex. We aren't rent-seeking or forcing you to use a token.
We are 100% non-rent seeking.
In Ethdex we incentivise Trading platforms by allowing fees to be charged in Eth, the natural currency of Ethereum. Not by creating a token and forcing its utility (ala ZRX and 0x).
We also support Multi-Relay, which is something 0x does not support. As a maker you can submit your order to every trading platform, every slack channel and every subreddit. Other platforms cannot do this.
We also don't have any obligations to VC's to ensure they make profit.
[1]: http://ethdex.io/faq