I was hoping that they'll open crypto to fiat trading in my country (though I won't use it yet). Offering crypto to crypto trading is not that groundbreaking and there are a lot of exchanges offering similar services already. On top of that, we can already do it without any KYC which I doubt will be possible with Coinbase.
For the same reason, they see increased trading using crypto-to-crypto without having to exchange it to local currencies "speculations."
Many beginners prefer closer services to banks including confirmation of identity. The reason is speculative rather than decentralized.
Since August of last year, Coinbase reports that the majority of its customers are making crypto-to-crypto trades.
Do not forget that licenses issuing for this type of trading. It is not easy and requires many legal procedures and assistance by those countries in checking accounts and tracking money laundering. "More effort and little profit."