Binance literally just copies what all the other exchange do, then somehow become the most popular exchange for that thing.
It already did it before with lending, derivatives trading, margin trading, IEO etc.
They are only most popular in the altcoin world. Their platforms are all rife with fake volume, most of which is exchange-derived I'm sure. Bitfinex still dominates the spot margin market and Bitmex still dominates derivatives.
I agree though, they are getting pretty annoying. Buying everything up, expanding into every possible niche. I'm getting sick and tired of their brand. Branding overload.
I have noticed CZ has been taking a lot of shit on Twitter. Binance seems to be falling out of public favor lately. I wonder if they have passed their peak.