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The issue with setting up a new exchange is that people need to trust you. The reason BTC-E is where it is, is because it's difficult to get money into it, and run by who-knows-what group in Russia.
I think the next biggest exchanges will be in China, as that market is booming. But you still have the issue of getting USD into it, and who knows where your money is going.
Eventually we may come to a point where USD itself is irrelevant.. that will be a rough transition to say the least
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