Off-chain transactions and improvement of the use of ERC20 tokens provided by 0x is a great feature. I think this project should keep on developing in order to solve many problems associated with Ethereum (scalability, in the first place).
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Pros
0x is listed on DEXs which is good. The 0x protocol has better decentralization than conventional blockchain projects. There are already some active dApps on DEX (Dharma, dydx, and Augur). No transaction fees.
Cons
0x is limited by the Ethereum blockchain. It would be better for 0x to separate from this platform. 0x is not listed on many top centralized exchanges.