I predict this model will not work. exchanging currency and exchanging goods are fundamentally different.
there are/were 5-10 projects around. you can find many threads on the topic going back to 2011 or so. mastercoin will be launching in a couple of days. there is ripple as well, which is not trustless in my opinion.
How does ripple work its always been a e-web wallet and the bitcoins are iou's. Heard of mastercoin it goes untop of bitcoin. Never heard of the other ones.