After I wrote it I understood, even the double entendre.
If free and open markets are truly the way to go, then your money is as green as mine and as green as Goldman Sachs.
There is nothing inherently "pro" in an established exchange. Since there is no central exchange in currencies to begin with, this would be another (ECN) one in the already very sizeable number of currency "exchanges", with the distinction that it doesn't require you to be rich to make markets and the barrier to entry (colocation) is very reasonable because the data center is not in the hands of the "in club", i.e., Equinix etc. That is why it needs to be in the middle of nowhere and not in NY or Chicago: to keep prices down and barriers to entry reasonable.