They provide excellent software with and industry leading UX.

The wide variety of coins they offer, their swift action against shady tokens.

Binance actually understands the mindset and ethos of the crypto-community and the mantra of decentralization, it's no wonder that they have the highest trading volume in the world while being a relatively new exchange. Instead of applying the rules of the old paradigm to centralized cryptocurrency exchanges, they actively take steps to be the best in their field by building a DEX instead of fighting against the same core principles that underpin the technological value of cryptocurrencies. Their efforts to develop risk management and anti-fraud procedures underpin the attention to detail they spend in getting the small details right by focusing on R&D.