It's basically just making it more simple and easier to invest in that ICO but ofcourse that leaves you with the inability to sell your coins same as if you invested in an ICO, I rather see it just as another way of payment or investing in something, this idea has been adopted by Next.exchange also if you want to look it up, I think it's great Idea although I don't think ICOs are a good thing.
Actually, I believe this idea is SLOWLY getting a lot of attention and many such projects are lineup. But the difference I personally SAW and noticed between this and some names mentioned above and even you is that its not just focusing on becoming ANOTHER Exchange, but it is coming with some unique features and kind of that can truly grab your attention.
I just didnt understood what you meant by inability to sell your coins. Why do you think that way?
Actually, I thought totally opposite of this. I felt that maybe it was EASIER to benefit as it will be listed on their own exchange, so the price will be certainly higher than early buyers taken one. But then just my view and might be incorrect.