Is that a DEX?
I'm sorry, but what if someone think this as NVO's strategy to collect more BTC from traders without meeting what have promised (A DEx) !!

I believe when you open only NVST/BTC trade in NVO.io, mostly ICO holders will dump NVST within themselves.  Many will loose their $.  If you are starting NVST/BTC trade in NVO.io, why not list it in other exchanges as well (there are many who actively lists new coins. Ex: Liqui, Cryptopia, HitBTC, Binance are few)

If NVO is equally interested in ICO investors and is confident to meet its promise, NVO should hold selling NVST until you release your DEX with few other coins to trade.