My personal opinion is, that we should not try to earn back the money with fees. If the fees are too high people would simply use MtGox or other sites.
Fully agree, it must stay competitive
We only have a chance when we can develop something new and unique
yes move the bitcoin environment out of shonky backyard operators and create the only exchange u can trust. maybe three level security, like hot wallet, cold storage, and "deep" cold storage where it would need, say 5 people to cross-sign to access (if technical possible).
New features must be the core of a revived side as well as ongoing development, unlike before, a stagnant side hoping someone signs up.