it is not crazy to take 50% as you say. it is what competition and corporate strategy is all about. there is no reason that every service a company offers should have the same markup.Since it costs IB little more to provide this service than any of their other brokerage services, the answer is that it should cost something similar to all their other products, i.e. they make a commission of less than 1%. Taking 50% is crazy, something they can do only because as you pointed out they're the only ones really doing it at the moment. The minute they get any competition that drops to a fraction of what it is now. In 1976 it would have been common for someone in the industry like you to ask, when a customer complained about stock trading commissions, "If you feel $100/trade in commission for a 1 lot retail trade is unreasonable, what is the right number for providing this service?" The answer, it turns out, is $1, or in 1976 dollars, $0.25.
as to your commission example there is right number for a given moment in time, . what was right just after negotiated commissions were introduced in 5/75 is a lot different than for market conditions in 2015 and for years in between. there was no hft in 1975 and very little day trading.
change did not happen overnight. commissions changed but it took outliers like IB to maximize the change. the traditional securities industry is constantly fighting to bring back the so called good days for the industry, restoration of the uptick rule and required wider spreads e.g. .05+ versus the current .01.