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What prevents the existing exchange from competing with Coinbase?
Mainly liquidity - Coinbase is the top exchange for spot Bitcoin and it will be hard to take that market share away from them. Exchanges aren't focusing on crypto infrastructure either but that could change down the road.
If you can buy your crypto on $COIN and sell it at another venue, other venues can “buy” liquidity by paying for it or being the principal. Reminds me of cash equities.
But if it is very hard to port your crypto to other places because $COIN is also a wallet, which you transact from, then I think it starts to look more like a futures exchange where clearing is the moat (buy and sell has to be at the same place due)
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