Earlier quoted context omitted.
What risk are they taking exactly? Bugs ruining the business isn't meaningful risk for the customer. It isn't like day traders are at risk of going bankrupt due to that after all. They claim liquidity is their value but given how they act they don't seem to be providing measurable liquidity, either in terms of price or volume. (Yes they increase volume by getting in the middle of trades but that isn't useful volume..…
Market risk isn't the only type of risk. Many businesses in other industries don't have market risk, that isn't abnormal. Even businesses that you would expect to be exposed to market risk aren't, since they hedge most or all of it. There's operational risk, like what brought down Knight Capital, that's a type of risk. Or the risk that you will be put out of business by competition because you were too slow to innova…
Being first to market does not impact liquidity availability. After all someone else has an order at that price already.
My points about risk are beyond going long or short for a meaningful amount of time (certainly not seconds, probably not minutes) trading quickly isn't hugely impactful on end users. Thus all of the downsides of trading quickly aren't reducing risk for them.