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.

SSGA dismisses ETF merger rumours

State Street Global Advisors, SSGA has finally come out to address merger rumours and ESMA proposes amended SFDR rules. And very few global fund launches last week which is probably good given futures-based Bitcoin ETFs stole most of the headlines.