https://bitcointalk.org/index.php?topic=1349944.0
It is possible to do this at least with LTC to BTC today (but not one person seems to have shown interest in it so I've ceased working on it for now).
My guess is that people are expecting a decentralised platform that currently isn't feasible (i.e. they expect "day-trading" suitable speed or that they somehow think this can work with fiat - which is not going to happen).
Maybe when LN is implemented it might be at least possible to do crypto-to-crypto trading fast (so there is perhaps some hope down the track for the concept).