No it is true. To get millions of users you need to deliver a honest, seamless, and accessible product, being accessible, very transaprent, and with a charismatic team.
When binance appeared they were very lucky. They didn't need most of the things above because market has very little competition with horrible support.
Right now tremendous competition is making everything harder.
You are right, but if we take a closer look then Jarvis is very different than Binance or any other exchange out there which according to me an edge like Binance once had.