as any real trader knows, keeping your costs low is critical and improves your bottom line. i trade 3 million-4 million shares/ month, so I don't want to pay any more than I have to. However, you still have to consider the quality of the office environment, perks like live news feeds and quality equipment, the degree of leverage you get, bullet costs, haircut, desk fees (bullshit), S/P call feed, how safe your capital is, etc. Also, look to see that they have a programmer that can help you implement new strategies if you want to design a DDE link trading program.
The daytrading industry is consolidating and margins are becoming much slimmer. Competition is getting fierce for business and the firms that can't compete will be eliminated, as we have seen with many of these shady chop-shops. The trend is now towards firms that can self-clear and offer the lowest rates and the highest level of perks. Real volume traders are aware that there are some changes coming and that as this market volume continues to dry up, that these firms are going to have to compete pretty damn hard to keep us. If you trade volume, you are an asset to a trading firm. without volume, their costs/ breakpoints would go up, so it is in their interest to retain high volume traders . Firms are slowly waking up and realizing that it is better to keep traders by charging them a much lower rate and still make some, if not a whole lot of money, off their traders, then to have them leave for more competitive offers and make nothing at all. firms that want to retain traders need to be more accomodating and not piss off the guys that work there with excessive fees- there are other places that would be glad to have our business. my .02.