They need to make much more effort especially that they are the leading and trusted buy and sell company for bitcoin and other altcoins.
What more effort are you referring to? They are already on the brink of *potentially* turning into a shitcoin platform. They are also working on a banking license that may be granted to them next year. It seems to me that Coinbase is doing the right thing in order to please its shareholders. More can't we expect from them.
They should not get affected by the crash of this year's market mood and I want to see them on the level on Facebook and Amazon someday.
They should and they are. If your core business model is to have people buy and sell coins (which applies to Coinbase), they will obviously suffer badly during bear markets. Nearly the whole industry suffers this year, and it will only become worse if the market remains as stagnant as it currently is.