Why an exchange
Equity markets run on order books. Price discovery happens because participants post prices they are willing to trade at, and because the rules for matching those prices are known in advance. Every serious venue in the world works this way.
Most onchain trading does not. It quotes from a curve, which is elegant for long-tail assets and a poor fit for instruments that already have deep, continuous, two-sided markets. A tokenized share of NVDA is exactly that kind of instrument.