That's one possible approach however especially during end of last year they could get significant investment and boost their dev team like ten times which would lead to stronger product and faster development.  This year, there are many DEX projects and it will be much harder, especially for a small (in terms of capital and resources) project like NVO. I believe closest competition for NVO is Exodus wallet/exchange and it is already much bigger beast. I wish NVO the best (still holding few tokens) however it's hard to imagine they will succeed against current competition.