The NYDFS is known for being especially rigorous in its approach to cryptocurrency businesses compared to other state regulators, requiring an exacting review of capital requirements and policies regarding money laundering, fraud, capitalization, consumer protection, and cybersecurity. It's an unpopular approach among many in the crypto industry, some of whom have even opted to pull business out of New York rather than bear the high cost of compliance.
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Some teams have no issue with leveraging the power of social media by paying influencers to promote their coins. With a few heavy hitters on your side, you can spread rumours nearly instantly. If people are talking about your project, you win.
This is just one example, but it definitely highlights the difference between trading on Binance and Binance.US. Although small traders won't make much of an impact on either exchange, all else being equal, most traders would prefer to trade against the larger book, rather than the smaller one.