Binance launched at a terrible time, when China blocked the exchange. Asian big market switched on Binance.
Binance the design is comfortable and reliable.It is unlikely that he is losing popularity in the near future.
I think no matter what we say the biggest success of them comes from the amount of they left for the customers itself. We decide which coin should be invested with voting system they have than they put up that coin there because we wanted it. They put up affiliate system which means we kinda own some sort of the website itself at least for the people we invited.
They managed to create a website where people (customers) feel like they are part of the system and they listen to feedbacks as well, the owner constantly tweets stuff and whenever they tried to get hacked they managed to defend themselves as well.