Is it crazy to launch an ETF business nowadays?

What do Coinshares, Wisdomtree, Invesco, UBS, SSGA all have in common? They all recently cut fees in order to remain competitive. Not so long ago, pundits were claiming the ETF price war was over. Well, we guess not.
Obviously this is music to the ears of investors, but must feel like a kick in the nuts for the managers.