Crypto industry is fiercely competitive, it takes a lot of innovation and constant upgrading to stand out from the pack. I've followed the growth of the later CEX you mentioned and I must say it's been remarkable. The team has been consistently pushing the exchange to the top and they are now reaping the benefits as they keep expanding. Even their native token BGB, has been solid, recently setting a new ATH. It's safe to say that such rapid growth means they tick a good number of the factors users consider when choosing an exchange.