If other exchanges are stealing the show they are doing it with marketing and UX.

Coss already has the uniqueness quality. Its token is cheaper than the others, and it has better legal compliance, and they offer a point of sale service as well.

Its just that people out to make a quick buck also dont have time to do research so they are susceptible to being attracted to marketing and UX.
Money really ought to talk and it will in the long run. Coss has a long way to go before the tokens become more expensive than competitors.