Peer to peer currency exchange PeerFX to launch soon

PeerFX.com a p2p currency exchange that wants do to away with high margins and fees banks charge when exchanging currencies, announced to launch on August, 1st. Users will be able to change US and Canadian Dollars directly (USD, CAD).
Watch a video of the funding. The founders Robert Dunlop and Florence Leung gave away a 51% percent stake of the company for 250,000 CAN$ seed funding.

Personally, I am not convinced by the business model. For consumers there are less and less needs to actually exchange currencies in advance. You can nearly always pay with plastic. In Europe the realm of the Euro is expanding. And several European banks allow their account holders to withdraw cash from any ATM (of any bank) worldwide fee-free.
But maybe the situation is different between the US and Canada. What is your opinion on this, dear reader?