In my opinion Binance does have the best interests of its customers in mind
I think it has the best interest of itself in mind. It's just become quite present on social media and in crypto that it can look to have the best interests of its customers in mind.
It may find ways to serve both but I doubt it'll hold back if it finds (more) ways to exploit its customers (like when they kept withdrawal fees far higher than they had to be - though they might've just realised they were funding their competitor).
Unfortunately, users are affected by the reputation of the provider, and when the options are limited, the pressure is less.
Which leaves at least me to question why they've done this now? Why?
Less competition = more customers coming to you. Why would you want to get an audit done where you aren't certain you're going to pass the audit? Binance isn't great at dealing with regulators, perhaps it's just not great at communication except for some who want to believe what they say and not verify their claims.
Either that or this is some plan to keep them in the news, maybe to make those who didn't want to do kyc come back or to make those who did want to use them more - there's presumably a lot of people who have used futures to gamble in the past and it's "good" free advertising for that.