The thing here is Exmarkets doesn't require KYC while I guess Gemini does require it.
Gemini is just as brutal when it comes to subjecting users to KYC as Coinbase is, unfortunately.
How do they make their money with freebies? I think the rich bitcoin holders wont consider the transaction fee as factor to go to there exchange, they will choose security over free transaction, Imagine no KYC also, I dont think this could attract traders to the exchange as they expect. Have heard alot about their failing IEO than the free transaction fee
Offering zero fee trading as promotion is a convenient way to increase your user count as exchange, because for most smaller fishes the fees are a big thing. It's not for nothing that we quite frequently see threads pop up here where people ask what the cheapest exchange is to trade on and whatnot.
I personally will always choose the quality exchanges over some hillbilly exchange just because it offers zero fee trading or "free" $xx signup bonus. Just stick to Binance or whatever other exchange you're using. They have listed enough shitcoins for people to trade so why chase after that one coin they haven't listed?