...Is there any effective way to offer a better deal than some of these pools, like Antpool, while you keep the transaction fees if desired by the miner?
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IMO, much of Antpool's hashrate comes from the same thing that gave Internet Explorer such a large market share: The "average" person just doesn't know any better.
I fully agree. Why not capture that audience though? It could be done. It requires aggressive work though. And I have a hunch there are many would be happy to help. There are also other ways to indirectly, and completely automated, generate income that are completely benign to the web user while increasing pool profits back to those users.
It's probably where one has to cross the line between making an income and giving back to the community. There are ways to do both.