I believe there is a demand for a secure trading platform which doesn't try to be an investment bank.
You probably know that Goat was delisted from GLBSE. Maybe he shouldn't have been there in the first place, but now this delisting creates problem for Goat and for people who bought something from him.
Or imagine a situation where GLBSE will suffer from catastrophic data failure, it it will be hacked. Do people have a backup plan?
Suppose they even have a list of owners (this features is offered by MPex), can they continue trading after being delisted or after some problem with exchange?
With a trading platform based on colored coins ownership data is encoded in a blockchain, it cannot be lost, it cannot be hacked in realistic scenarios. You cannot be delisted. You will be able to trade no matter what.
Maybe this problem is not interesting to you because you haven't considered catastrophic failure scenarios yet.
But things like that happened to currency exchanges and wallet services, why do you think stock exchange would be immune?
Anyway, I'm a programmer, not a lawyer. I cannot help you with non-trustworthy exchanges, but I can help to develop a secure trading platform.
By the way, it might help with trustworthiness checks indirectly: since smartcoin based trading platform won't do any checks at all, this would create a market for trustworthiness checks.
GLBSE wants to be everything at once, they offer some verification, sort of, but it is really half-assed, and its bundled with their trading platform. So people have no choice but to use it, and they don't think that 3rd party rating agency is needed.
But when trading platform is open to anybody, amount of bullshit assets will be so high that companies will have no option but to go to 3rd party rating agency. As many such agencies can co-exist, there will be a market, and so they'll compete to provide best services. I.e. you'll be able to check rating agency's track record.
The best way to solve social problem is to provide economic incentive, I think.