IMO people would still utilize an exchange if it was well known that it was doing unethical things that didn't put their money in question nor were illegal.
That is why there are so many scams in bitcoinland... Most bitcoiners aparently expect from exchanges and bitcoin ventures only the same level of business ethics that they expect from a drugs dealer...
But an exchange that does unethical things will of course "put the clients' money in question", at the very least by spoiling their "luck" at trades.
An exchange that uses a dirty trick against some other client may next use a different dirty trick on you. That is why one should not tolerate ANY unethical behavior from them, against ANYONE. If clients don't mind other clients being scammed, the exchange will have no reason not to scam them, one by one.
Yes an exchange does know their customer's orders before they do, and they also know when there will be large buy orders in the near future (when they receive fiat deposits people who make the deposits will generally buy bitcoin). For all customers the time that they have to front run their customers would be seconds at best.
That is plenty of time to take advantage of the clients, big or small, even without any fancy psychological heuristics.
Say for example that the current spread is 600$ -- 610$. At 10:45:00 Alice places a buy order for 10 BTC at 605$. At 10:45:03, before Alice's bid gets posted to the world, Bob places a sell order for 10 BTC at 600$. Carl, the exchange owner, then inserts between the two orders his own sell order for 10 BTC at 605$, and his own buy order for 10 BTC at 601$. Only then he posts the trades to the world, namely
10:45:01 sell 10 BTC at 605$
10:45:03 sell 10 BTC at 601$
The first trasaction being from Carl to Alice, the second one from Bob to Carl. Both Alice and Bob will be happy with the liquidity and the result, but Bob will get only 6010$ for his coins. Whereas in a honest exchange the only transaction would be
10:45:03 sell 10 BTC at 605$
from Bob to Alice. In this case Bob would get 6050 for the coins. The 40$ that Bob failed to earn in the first case are pocketed by Carl.
Certainly many other such tricks are possible, e.g. when a client places a single buy order to scoop up N sell orders at different prices, Carl can run ahead and buy the N-1 lowest sells, then place a single sell order just below the last one. Or whatever.
A businessman would not do it because it would be unethical. Even if there is no way for the public to audit certain things, there is also the risk that someone would leak certain information. Most employers tell their employees to act in a way so that they would not be ashamed if what they did appeared on the front page of the newspaper.
That does not seem to bother the typical bitcoin scammer. I don't know if Danny Brewster got front page coverage anywhere, even in Cyprus; and he obviously did not get much worried about it. The dozens (hundreds by now?) of lesser bitcoin scammers got no coverage even in the "bitcoin media".
What would prevent the "friends of the house" from creating multiple accounts and only using each account for one trade? I would think it would be the expected behavior for most accounts to only have one buy or one sell transaction then become dormant as people would cash out of their bitcoin or buy bitcoin as an investment in one lump sum.
As I said, one would still require a trusted audit to certify that clients are real and that each client got a single client code. The dirty tricks that I imagine are happening would be thousands of small "thefts of good luck" per day, as illustrated above, that could not be masked by using a few friendly clients in place of Carl.