One challenge with that kind of argument is that their tx fees are probably a rounding error relative to the overall cashflow of their operation, probably making it a low-to-no-priority for them.
This is true more often than not in Bitcoin's history, however I heard Coinbase left a sizable part of their revenue to miners in 2017 over their simplistic withdrawal strategy, when 1000 sat/B fees were "common". That was the result of the price runoff from the previous halving *hint*. Better be prepared now, just my 2 cents.
and the company who got costs reduced in an area that wasn't their focus.
A bit contradictory when one of the main benefit of Bitcoin is bypassing 3rd party custodians. One thing is for sure, the lack of fee pressure will suppress this side of R&D.