I don't think they'll be helping new exchanges but if they will then they will surely benefit from them. Businesses that help smaller businesses usually do it for their own gain, whether it be to increase their finances or to have full undisputed control over the market, which is what I think will happen here. They help a small startup on the condition that they own a percentage of it or influence it and thus both parties end up happy. It's not really scammy, they offer finances to help start the business and it's only right to return the favour I suppose.