I think the best thing for virtex.com to do would be to apologise to Virtex (cavirtex) Go have a think about a new name then come back never speaking of it again.
I'm quite shocked that someone could get this far in a start-up business thinking it would be a good idea to call themselves the same as another company name. Especially one that is also a Bitcoin exchange.
I know you're going to reply with "it's not the same name" but if you did a poll, I bet the vast majority would think it is.
The Bitcoin community is very protective over its own "members" especially ones that have been around since 2011 ie CaVertex.
Personally I wouldn't want start a company then piss off an entire community (ie your customers) by calling yourself the same as an existing bitcoin exchange cavirtex.com.
BUT
I do think that we need more exchanges and more awareness of Bitcoin in general. We should just play a bit nicer.
Just my opinion. But I'm entitled to it.