I'm a passionate DIY type investor and retirement planner. Fidelity's online capabilities are ideal for my style of getting things done. All our financial assets are housed there except DW's 457b, since she's still working. We don't own any Fidelity mutual funds, just ultra-low-ER index ETFs, mainly iShares and Vanguard.
The brokerage is top-notch, but we don't trade very often and have no need for the more advanced trading tools. We really like the online research and analytical tools such as GPS, RIP, and many others. Recently I've used the ETF screener and tax loss harvesting tool, both of which were easy and convenient. We also have a Fidelity CMA that functions like a traditional bank account... checking, debit, bill-pay, free ATM, mobile check deposit, cash-back credit cards, FDIC insurance, and no fees of any kind.
Aside from occasional "just-checking-in" email with the rep from private client group, the only interaction I have with Fidelity is if I call them because I can't find something on the website. This occurs maybe once per year, and most of the 2-minute phone call is Q&A to validate my identity. Not once has anyone tried to sell me anything. I also like the real, hardware-based 2-factor authentication. I do listen-in to many of the webinars if it's a topic I find interesting.
The article linked in the OP was about Fidelity's latest earnings report and their place in the strategic landscape. I find that interesting, but not particularly relevant to whether they are a good fit for me as a consumer. I know exactly what investments and AA I want to hold, and don't want or need any help with that, beyond what I can extract from this forum and BH. Where I house my assets depends entirely on cost and how effectively the service and online capabilities support my DIY style. As near as I can tell, I've never paid Fidelity anything except the rare $7.95 commission when I trade a Vanguard ETF. And I'm extremely happy with the state-of-the-art capabilities at my fingertips.
Retired at 52 in July 2013. On to better things...
AA: 45% stock, 35% bonds, 15% real estate, 5% cash