This has been tried before. Cantor (which owns ESPD) attemtped to do this seven or eight years ago (launch an electronic bond exchnange). It failed miserably.
I wholly endorse competition and it will be interesting to see how CME reacts. Expect more rate cutbacks at CME and watch the institutioinal money flow in (out) of CME stock.
I don't think this will materialize into much.