Whatever it will be, the most important thing is to be a simple stupid one for consumers, not an all in one giant trash.
As for me, the client performance of bts2.0 is good for me, but it is really hard to use comparing with other exchanges, like poloniex, bitoex, cryptosy etc.
Here's an excerpt from someone (I won't name them, but they're HUGE and hope they don't mind me posting this) that I respect in the cryptocurrency ecosystem ...
It's amazing how the most competitive, centralized space is the one that he [Dan] still is choosing to go after when the solutions offered by bitshares in any other market are revolutionary and not in need of improvement besides a real UI design.
The reasoning is thoughtful though. Becoming marginally successful in the exchange space prevents us from going into other markets with bottlenecks around liquidity and tight pegs, which are necessary in these other markets, such as payments. What markets did this person have in mind that would allow us to bypass these bottlenecks?