Josh has been talking about this on Bitcoin forums, he started running a similar GoxBTC-RealBTC exchange MVP-style with emails and manual processing earlier. A

Josh has been talking about this on Bitcoin forums, he started running a similar GoxBTC-RealBTC exchange MVP-style with emails and manual processing earlier. And about looking legitimate: Very few cryptocurrency sites look professional. It's fascinating to note how much polish a typical iPhone app needs to succeed, compared how the total lack of polish of cryptocurrency sites doesn't seem to be an issue for users.