Financial industry argument points to following core factors.
- Get rid of proprietary factors.
- More lenient Support for C/C++/C# technology.
- Huge data transfer rate (Close to 100 MB); This is driven from big concerns for regular feeds going back and forth.
- Build the whole AMQ architecture right in the Operation System Kernel, (This is the Cool one I liked). Initial release already focusing on SuSE/Redhat/Solaris Kernel.
On the contrary it is not a new concept to have a open source MOM (message oriented middleware). There are few.
Here is the detailed article on this subject.