Actually, many exchanges to date are just copycats. No originality and no special concept. Seamless blending with traditional online trading is the best concept trading platform so far.
Other exchange projects are just riding the crypto/ICO hype. Nothing unique or enticing.
They saw an opportunity and took it. I think being a crypto exchange was a unique thing to itself but right now just being a crypto exchange is not enough for being competitive. IronX has a couple unique features that in my opinion puts them in front of others.