A few months ago, I had the privilege to look at and analyze a trading application, for purposes of feature listing and estimation. Now, it is not uncommon for financial applications to sport all those buttons, sliders and boxes that give the user a feature-rich end product. I also distinctly remember one of the executives iterating proudly about the host of features that their platform was able to provide. Only problem: they were bleeding customers. Some startup was able to dismount their platform from the top user-base position and they were doing it with seeming effortlessness.