Well, I wouldn't use the word "merely". We are offering at least industry standards when it comes to speed, security, usability, and transparency (note that we can't do instant miracles while we have to keep the soft cap low). Above all that our exchange approaches the industry, its' users and investors in a way that is currently nonexistent.

Since you are focusing on the platform and not the project as a whole, I will try to leave the advantages that are associated with the ICO.

We are user-oriented, it means, that our priority is to provide the best deals for our users, and when it doesn't go the way we intended, we're ready to listen to our users' demands and/or problems, furthermore we are ready to negotiate with them in order to solve the situation. It's important to provide great circumstances and keep a decent user satisfaction rate.
Satisfied users recommend the platform to their friends, they can even use our referral system, which is one of the best solutions in the industry when it comes to profitability (30% for the referrer and 20%rebate for the referee), thus they can gain further benefits by providing the platform with more users and thereby with more volume.

For those who are already using the site and are trading with big amounts or trade a lot, we are providing a trade-based fee reduction system with achievable limits, thus they can make further profits while they are providing volume to the platform. Moreover, we also provide a PoS coin distribution system which solely aims to thank our users for their decision to use our platform instead of any other.

All this combined with a well thought out listing plan that focuses on attracting and keeping new users (with top market cap and top volume coins + "hot" ICOs), there shouldn't be a problem volume and profit wise.

At this point, the investors are happy because we can constantly buy their tokens and increase the remaining supply's value, the users are happy because they are getting a proper service with many benefits and assets they can not get elsewhere, and we are happy because we have a healthy and profitable platform.

A project does not necessarily have to be about problem-solving or revolutionary solutions. We can see where many of the revolutionary projects ended up in the last 12 months. We are here to provide one of the best terms in the industry and to take a piece of the pie, which we are ready to share with the ones who support us.