One benefit, I found to the way Ethershift is operating is that it does not collect customer data. In my opinion, customer data storage is and will become ever more important as we start embracing digitization. It is a good thing that no such data storage happens because it will minimize data breach which I'm sure will become custom in the future.
No collection of data of customers is also providing the main features and advantages that cryptocurrencies and exchanges should have. Collection of data is in contract with purpose of cryptocurrencies.
Ethershift is trying to maintain anonymity and decentralization.