I like this new Timechain approach when it comes to listing fee,so better projects will be able to get listed cheaper.Thats great incentive i think.
Yes it wil help even smaller projects to get attention of people by listing here for lower fee.
I don't know why people only want to have lower fee, I think security is main concern to a exchanges as it needs to keep improving their security as hack attempts have increased on exchanges.
Lowering fee on exchange is not lowering security, it is not the same thing as lowering block reward for miners.