What's the big deal here? It's a business at the end of the day; they want to make as much profit as possible, and they have to please their shareholders, and oh boy, their shareholders love exposure to everything related to the blockchain. It has been known for years that financial institutions abuse their economical position in the market in every possible way. Nothing new here.
Let every financial instition enter this industry; we don't have to use their products, and I certainly never will.
Bitcoin is knocking on the door of the regular economy, and there is no way to stop this level of adoption. Grow a thicker skin.