Anyone who figures out a way to open a legit, US based btc exchange that doesn't require wire transfers or silly proof identity nonsense will be extremely wealthy. I love bitcoin and think it's the most important invention since the internet. However, the ways in which to purchase bitcoin have become more and more shady especially since the collapse of mt.gox. I should not have to wire money into some sketchy bank account in some random country to purchase btc. Obviously meeting up with someone is the best way to purchase however for people like me who live in the sticks, there aren't too many bitcoiners around who are willing to buy and sell.
As far as I'm concerned, it exists and it's called Coinbase. I've never had to fax them jack shit and have put a ton of money through. They simply leverage the good work that the bank has already done vis-a-vis all the KYC stuff and maintaining fiat accounts. The key to success in a lot of businesses is to ride on the back of the work of others, and it seems that that is what Coinbase does. Successfully. And yes, I'm sure they are making a ton of money. The fees and spread that I alone have given them alone are significant.
As for the not being an 'exchange', I couldn't give two shits. When I decide to perform a BTC transaction, I'm hardly interested in playing around for quarters on some spike or dip or whatever. I want my financial stuff to get done quickly, reliably, and predictably. So far Coinbase has served me far better than anyone else. And if they rip me off, there are known entities with reasonably deep pockets that I can go after.