When it comes to brokerages, why is nobody trying to compete with Fidelity & IKBR?

Fidelity seems miles above the others in terms of their website, app, fees, core positions, customer service, and cash management account. IKBR, on the other hand, is very international-friendly and has low margin & currency exchange rates.

I don't understand why the other brokerages aren't trying harder to compete - eTrade, Schwab, Vanguard, looking at you. The only other one that has a unique value proposition is Merril Lynch, because of the BofA preferred rewards program, but even that isn't enough to convince someone to make it their main driver (at best, a place to stash a passive-indexed IRA).

Why do you think that is?