The UI is horrible, not sure anyone will far for it though (except maybe for a few ones). Pretty sure it's a scam exchange, there's no exchange that accepts deposit to unactivated/unconfirmed account like this.
It doesn't take much of your time as scammer to release everything and wait for noobs to deposit. I'm pretty certain that if the scammer(s) behind this site end up stealing 1BTC, then it's already a worthwhile scam they pulled off. Shitty site + some shitty marketing = $100-$200 in resources and time perhaps? Seems like a solid ROI, especially if you have more scams running.
If you also take into consideration that plenty of people lost a lot of funds when BTC-E was taken down, people (the dumb ones of course) might even see this as an opportunity to recoup some of their losses. In the end, there is a reason they utilized this database.
