First of all, let me give a big shout out to the AMQP people in general. Although I've been told I've been a little harsh, my original issue here was frustration that precisely what I want wasn't already done. I like the design of the protocol itself, and I really feel the need to have a vendor-neutral wire protocol available, to make the industry better and further drive asynchronous systems. So mad props. See? I'm not just full of hate.
But something that "Matthew" said in a comment on my last post is that I'm thinking in Software terms rather than Networking terms, and that really the Exchanges are all about routing. I fully agree with that, and in fact, I think a super-powerful extension to the Exchange model is to have a fully programmable Exchange system where developers/administrators can upload custom programs which run in the process/memory/machine space of the broker itself (with a limited virtual machine of course) to give me complete and custom routing rules, all occurring within the confines of the broker.
That would give me the most amazing flexibility to implement any type of routing rules that my heart could desire, and honestly, I think done right it would be a Massive Win for whoever does it well.
So I do understand the terminology here, but let me state a bit more clearly why I think the "Exchange Is A Router" analogy is a little spurious.
If you go to a low-level networking analogy (Matthew's comment mixed in NICs and Routers), an Exchange can't be a Router, because packet publishers don't get to choose which Router they're using. They only get to send bits out onto the wire, and the bits get picked up. They might get picked up by a switch and sent to another switch. They might get picked up by a router. They might disappear into the ether (well, let's hope not in the case of persistent messaging). You publish and hope.
And that is where I believe AMQP should be going.
You've got an easy (semantically) way to rectify this (though not the issues with not having a pre-built Exchange specification that can handle JMS Topic messaging, which really should be specified as a "should" feature in the 1.0 specification): In classic software terminology, add in a layer of indirection.
Publishers simply have a potentially named Source for messages, and there would be a separate binding (though optionally linking to an Exchange by default, and allowing sources to specify their default, un-overridden Exchange declaration) for Sources. That insulates the input of messages into the system from their routing, and allows for the runtime redirection of messages to different types of exchanges for different types of routing.
Yes, it adds in another layer of indirection, but it resolves this problem entirely and gives a clean approach that more accurately separates out inputs of messages/packets, routing, and destinations for messages/packets.
Then again, I'm not on the AMQP working group, so my opinions are worth roughly the amount of time I've committed to the project.