I think there's been no big competition yet since BNB has not surpass the success of ETH yet, the only hype of BNB now is their exchange which we can't deny it's really doing well and been dominating as the number 1 exchange in the market, but other than that, I don't see anything special on BNB for now.
The use for BNB is undeniably big but if it's the network that they have which will be used by other projects, only a few uses them.
You said it, there's nothing special for them for now and I agree with that. Maybe by a year or two, there's another use that they shall add into it.