Great exchange, certainly the first to implement a model in which the user can get part of the profit, in terms of new coins. I think KuCoin is pushing a bit hrder in order to grow.
Competition is rising with projects like COSS, KuCoin, CobinHood and even non-crypto competition like RobinHood recent announcement. This is without taking into consideration projects like 0x and Loopring.
BNB CEO seem very aware of this and will be interesting to see how they approach the trend of descentralized excahnges, Zhao Changpeng used to advertise Binance as a crypto exchange 2.0 (back when bnb price was $0.80), 2.0 meaning an exchange transitioning to a descentralized model when the time is right.