How is this going to be better than NXT's asset exchange?
Well firstly it's gonna be different, better is what you asked but that is subjective. I could ask why is NXT better than Qora?
Anyway technically I know one advantage that over the standard NXT AE that you don't have to convert An asset first to NXT before you can buy an asset. Apparently you can now do that with the development of NXT secure asset exchange but you got to use another wallet.
BUT the point is missed, an asset exchange is a platform just like Android and OSX, they both do the same job but they are different. If you hold Gold in Qora AE it's no different to Gold held in NXT. So really there is market share to be had and competed for. What will matter in the end is which one people prefer to use. Your question is therefore a bit like saying we already have BTER why do we need Mintpal?
I'm sure some people wondered why they needed Facebook when we already have MySpace.

Ya I can see how there can be room for multiple established platform in this space...would be interesting to see the innovative applications that can come out of cryptocurrency asset exchanges.