Who's Ready For The Plunge?, page-7

I hope so. The stronger the ecosystem of brokers the better value and differentiation for shareholders. Some investors like to hold stocks long term, some trade and some DCA into ETFs. I think there is a good mix of options out there for each type of investor. I think what's required is integration of a Sharesight clone into the broker itself a bit like IBKR has but less clunky. Lots more value can be created and people pay a lot for it like myself.

Ergo, if you don't want to race to the bottom just add some functionality that people can justify paying for. Anything that saves time at tax time is easy to justify IMO.