Sure, they have been enjoying skimming the cream for ages it is going to be difficult to het out of that habit, but as more alternatives come on board if they don’t improve their customer experience everyone will migrate to the newer platforms.
One good piece of news from coinbase was that they are planning to adopt Segwit which should help dramatically reduce fees, that is however if it is mass adopted and both sender and receiver have a Segwit BTC address.