There was a good discussion about this at the What Bitcoin Did podcast.

They believe that they will make more money from the people that stay with them than if from a theoretically bigger pool of people that would remain if they lower the fees to compete with the new ETFs.

https://www.whatbitcoindid.com/podcast/the-arrival-of-bitcoin-etfs

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It seems so easy to have your broker get you into $IBIT or $FBTC. Seconds to call. Second to move.