If the team does not fulfill the promise or what they do will not meet the promised characteristics, this will alienate investors from the project and they will withdraw their investments. The team understands this and must do everything so that investors are happy with the result.
I think that the IEX team is most interested in starting the exchange. After all, the money that exchanges earn on listing and commissions from trade deals is just crazy money!
In general, the exchange itself is a very profitable business, if you constantly engage and advertise it, the result will be good in the end