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Retail brokerages are banklike in that their revenues primarily derive from net interest margin--the big ones can literally mark all other revenue streams to zero and still generate massive profit from net interest
So even in a world with no PFOF I think it's not just possible but *likely* that the brokerages will continue with free trades as a valuable tool for customer acquisition--after all, if you're the only shop in town with commissions do you think retail traders will go to you?
The point here is that not only does consumer psychology favor zero commission, but retail brokerage economics do as well. They are in the business of collecting retail dollars and generating net interest from that base. They are not in the "trading" business per se
free trade models failed before consistent pfof, people tried, of course..
but yes, some people seek out firms that dont accept pfof and will pay a commission for that exact reason.. its small % of retail, and they tend to be cranks and terrible clients who want all your time..
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