0x is a modular construction piece that may be rearranged and reassembled. It is a non-rent-seeking open protocol that allows for the trustless and quick exchange of Ethereum-based assets. It's too costly to change orders often in reaction to changing market circumstances. With David Sacks' backing, I'm confident that the firm 0X will become even more successful in the future.
Along with IDEX, EtherDelta, and Bancor, the 0x protocol is considered as one of the key advances in decentralised exchanges. It has been one of the most closely watched projects, and based on their github repo, they are making good progress on their underlying protocol code as well as supporting tools.