Im interested in seeing what future services they plan to offer. They do need to do more then a simple buy and selling of bitcoin to compete with coinbase and gemini.
Maybe. A simple service to buy and sell bitcoins can be useful too. Coinbase did that correctly, because they are still offering a simple UI only for buying or selling.
Offering short-selling is nice for people who want to trade Bitcoin, but confusing for most people who just want to buy it and use it.