Come on..... If your intention is to launch a serious exchange then you should definitely pick a better domain name/brand for your exchange. In all honesty, this domain looks like a classic scam/scheme "exchange" that we have seen exit scam within 12 months. People need confidence when they use an exchange, not be scared off, which is the case right now.

Also; http://whois.domaintools.com/initialcoin.exchange

Only registering your domain for 12 months isn't signalling much confidence. Most serious services register their domains 5-10 years ahead. If you have 1BTC to reward testers with, can't you just spend $50-$100 to register your domain for 5-10 years?