It could be a better option for people with large portfolios, at...

It could be a better option for people with large portfolios, at least.

People with just $1-2k might be better off with the free-trade websites.

SWF: $10k USD trade = $9.50 USD + 0.6% = 0.7% cost.
Free competitor: $10k USD trade = $0.00 + 1.0% = 1.0% cost.

$2500 USD trade = equal cost at 1.0% each.

So <$2500 USD, free option is better if their spread is 1.0%.
>$2500 USD, SWF is better.

But that takes some calculating, so people might assume the 'free trades' option to be cheaper...