You know it's funny, I just had a long conversation with one of our "returnees" (from a discount type firm), wherein he had left to "save" some money. Our seasoned traders (and returnees) negotiate an overall package. With all shares above 1,000 on any given order at .004, and a sliding scale for the first 1000 down to that rate, and the lack of locate fees, higher use of capital, our people find that the overall package is better in "almost" all cases. The cases where it's not are primarily the basic "day" traders who simply scalp the naz or whatever, and that's fine. Our returnees from the "discount guys" found all sorts of reasons to come back.
As far as sending any one or any firm "heading for the hills" - well, I think most have left the field already, not due to us necessarily, but most seem to have self destructed for various reasons.
Most of our "competition" is run by managers who are simply paid a salary. They really don't know their overall costs, we do, down to the 100th of penny per share. Traders also, need to focus on their bottom line, not just basic commissions (IMO).
Celebrating our 30th year in the trading business, my brother and I and hundreds of traders are pretty satisfied with the overall deal...if it doesn't work both ways, it simply doesn't work.
All the best,
Don