And that's the problem right there. Many people don't care. On the university study abroad to Romania I was just on I encouraged everyone I know to get a Schwab account. Almost everyone either exchanged cash or used their debit card. One person was quite happy his bank "only" charged $3 per ATM withdrawal and 3% FTF. When I pointed out Schwab was free he said "who cares? $3 and 3% is so tiny anyway". Terrible for a business student to not realise how huge that is!