It's due to the lack of liquidity and volume in their market exchange. I was warning about this before. When/if this gets on larger exchanges and gets more exposure, you will see it really take off, until then watch it continue to trade for fractions of a cent. The dev's need to view their exchange as supplementary rather than any kind of primary exchange source (no one knows about it, after all), there's simply not enough volume on it to really have any effect at the present moment.

It is my understanding that they have already applied to many other exchanges though, we are simply waiting for their applications to be accepted.