The very special thing about it is...
Fiat pairs!
But you can’t trade from the U.S., where it seems that people are looking for those fiat pairs the most. So, kind of pointless.
Never even heard of Lykke, as I imagine most others haven’t. Not sure what makes this exciting news. If they were to get listed on Gemini with fiat pairs, that would be a different story. But this is “meh.”
In my family we've used their service for going from Crypto to fiat and directly to our bank account. I know another Steemer who has used it to move fairly large amounts.
It works great here in Europe and the company seems to have a solid business plan in place.