It's a free market and you're free to select the businesses that you prefer.
As long as there's no trickery (Stake claiming their FOREX fees are basis points, when it's actually not, and is 50% more), then the customer can fairly choose to use the business or not.
The banks would be picking a good balance between:
1. Earning enough revenue to afford a strong ad budget and tech budget to out-compete the competition.
and
2. Not charging so much as to drive away the customers.
So the higher revenue helps them to be successful in some respects.
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