You're right, misworded. By "yawn" I should have said "was expected" since that's where every exchange is headed.
It's a given that just scalping transaction fees from pure SHA and scrypt coins of yesteryear is ok but not moving forward, especially wrt revenue generation. It appears that ETH and the competing contract platforms are where the noticeable revenues are going to be at.
In any case, great news and shows that these guys are gearing up to create the real deal.