I've been with E*Trade before they were ever "cool". I started trading with them in late 1995, and each time I consider leaving, I find reasons to stay. They seem to appreciate my loyalty, and the managers of the few branches I've visited (yes, E*Trade has a few physical branches), they are very welcoming and highly respectful of my loyalty. Yeah the trading fees are of the most expensive on the Internet, but they are now giving us more incentives to stay, and attempting to correct their prices to more competitive levels.