Yes indeed there is a lot of exchanges are coming in the market everyday it is not really a bad thing as the better ones will survive. Blockchain.io from what I have gathered is just an additional platform from an already existing platform Paymium which has been in the market since the early days of crypto around 2011. It prides itself as one of the few cryptocurrency exchanges that have not yet been hacked. I think they implemented a two platform strategy to leverage the different strengths of each platforms. If you read their whitepaper and understand what they are trying to accomplish you will see the brilliance of their strategy. They strike the perfect balance of regulatory conformity and innovative solutions. While other exchanges try to mitigate risk of regulations this company engages regulators directly and cooperate with them to develop a healthy and thriving crypto space. That is the very reason why this project is so great aside from an awesome address called blockchain.io