Looks like a blatant advertisement for a new site that hasn't launched yet. Beware of using such sites, as they have 0 reputation in the Bitcoin industry.
Yes, exactly this. You build up a hype even before anything was launched, in this way you can have a head start when the exchange actually launches. I am not saying it's this, but there are many scams in this industry, so people beware.
Other thing, isn't it very hard to open up an exchange based in the US nowadays? Don't you have to comply with all the laws from the different states, etc?
As for how this exchange would work, if I understood right, every wallet and every amount of every wallet together with every trade will be recorded on the blockchain. Is this possible, or have I missed something? There is no known exchange that does business like this at the moment.