Others can upgrade a concept that already exists and become the next main one, so everyone around it will be benefited. A new exchange can overcome a traditional one, and it's better if you are user of both services.
The problem solution they are proposing has already been solved by the existing ones and we need new concept and products to run on a blockchain technology, if they keep running to en exchange line, then what product would they be exchanging? So new startup companies should now focus on solving more problems we have out there using the blockchain tech and not repeating already existing ones.