Ripple's plan is to get rid of the current banking and financial institution trading method. All they need to do is get one on board and when fees drop, they will be a winner. Just like how ETrade and the like killed high brokerage fees.
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Ripple is already being tested at multiple large banks with improvements of millions of dollars in savings projected for said banks.
I can't wait for the end of $4 ATM fees.
Of course, I never had to pay them with my bank, but still.