Do you mean that Iconomi will be OFM and an exchange at the same time?
ICONOMI is revealing itself as a much bigger monster than we thought...
This is what I gather from the shared info & sneak preview:

Looks really cool illustration - thumbs up for that!!
There was a lot of discussion around that, and I would want to say my opinion:
Key to success when establishing new business/product is to
stay focused on the main goal/core business.
Too many good ideas were flushed down the history because the founders could not keep to that.
As for Iconomi - Funds management platform in crypto world is HUGE and there is 100% vacuum around it, and tons of potential money. That is the core business of the platform, and the focus has to stay there.
To translate it from the cool nutshell - it is the first 3 only - Bring the fiat investors easily into crypto-related Index and Active Managed funds.
Exchange services is just not what Iconomi should focus on in the upcoming years. The focus has to stay on FUNDS. First crypto and blockchain related, and then move to other areas as well.
Edit: maybe I am confused about something - Cashila, as fiat gateway, will collect the fees for fiat deposits. Why would these fees be part of Iconomi?