RippleLabs also promotes its own coin, as well as an escrow router. They are buying their way to have xrp traded.
Their escrow router has shortened the ledger process to process escrow instructions with designated notaries from 'safe' institutions. Good stuff, but they want their coin as a liquidity carrier on their net.
This is a bit of interesting jostle in the sandbox. In essence, coin exchanges are a simple escrow net, mostly robotically controlled by traders. The Ripple escrow net is not a trader, it is a network of traders executing contracts a bit different than unitary trade.
Also coming soon will be variations of the escrow net. Sandbox under construction.
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