ON JULY 17, DATA STORAGE PROVIDER Netezza did something no technology company had ever done. Instead of going public on the Nasdaq Stock Market -- the preferred destination for tech IPOs for decades -- the Framingham, Massachusetts, vendor steered its $124 million initial offering to NYSE Arca -- a rival platform NYSE Euronext has been promoting as a venue for issuers that don't meet the standards for listing on its marquee market, the New York Stock Exchange. NYSE absorbed the all-electronic ArcaEx market through its March 2006 acquisition of Archipelago Holdings. Since then it has been rebranding the exchange, which had a negligible listings business at the time of the merger, as a farm team of sorts for companies that want to be associated with...