Starting an exchange may only be max. 5% of the success. The people to trade on this exchange, these are the most difficult task. Especially today where there are so many competitors with good service
Running an exchange It's not a big deal. Many people sell the script for a few couple bucks and everyone can run his own exchange, but what after start? What when they need an update, any new changes, fork, swap or any change? What about security bugs? if someone does not have enough knowledge or team behind them, they don't need to think about buying exchange script, software or whatever. Good exchange is not only web software where is possible to "trade". there is much more.