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.
Regarding the very last paragraph, you actually just described what you tried to solve from the paragraphs above, or in other words, what your competitive advantage is, compared to other stronger exchanges. Emphasizing and highlighing these points as well as opening broad discussions about these features will hopefully helps raising awareness and attracting investors. Of course, the discussion, or rather interrogation, is not ended this way, there are lots of scamming projects these days that I, as well as many other investors, will have to do their due diligence regarding investmens as well as helps informing others about how legit certain projects are. One of the way to provide the information is through thorough QnA session, because if the project is legit, then they won't find any difficulties attending the inquiries, otherwise they will.
Apropos, id I may ask further about the buyback, which mostly is the major point to appeal investors, will it be pegged at ICO rate or will it follows the future trends?
Yes, we are aware that there are many scams out there, and projects that can't deliver what they've promised. This is why we only promise what we can deliver. I believe, we can both agree that creating an exchange is not an impossible task, and definitely not one you would just leave once you got the investors' money. In my point of view it just wouldn't make sense, considering the potential of such a platform.
We are glad to answer any question regarding this project here, on Reddit, Facebook, Telegram or Twitter.
I personally enjoy your questions because they show your interest and they can be educational for others as well. So, please, don't hold back.

The buybacks will happen at market price, as of now we are not sure which would be a more beneficial solution:
1, Buying the tokens back straight from the exchange (which could mislead unaware investors just like a pump), which is the best option for us to buy back as many tokens as possible
2, Create a separate option where the owners can determine their prices and the lower prices get the priority (they would obviously sell way above the market price, thereby slowing the buyback process)
You can find a longer post about our
buyback program and most of the unique features of Cazaar on our
medium profile.