We have seen this happening with "Circle" and the latest service …. "Xapo" - ( https://blog.xapo.com/changes-to-our-business-and-service/ )
I guess there are more profit to be made when you are a Bank. Now you can over charge people for transactions and additional services, like the Banks in the Fiat system.
It is sad to see how these companies are exploiting the Crypto currency community with these Trojan tactics and we are just too willing to fall for that.
Who will be next?
You are right,but do you think that those companies have a choice?
Every company that is big enough simply can't avoid the regulations.Not complying with the regulations means breaking the law and going out of business,or at least staying in the shady side of the crypto economy.
Every company wants to acquire more customers by lowering the fees and making false promises about freedom.This is just bad marketing and weak corporate ethics.Such sneaky business tactics usually fail in the long run.