The regulations that the government implemented in response, Dodd Frank and before that Sarbanes Oxley, have actually just made it harder for startups to challenge the status quo. Starting a new bank is so regulated that most financial startups would rather buy an existing one than create a new bank.
The big banks pretend like the regulations are curtailing their behavior while pushing for them behind the scenes because they have teams of compliance people that can understand how to make money no matter what the regulations are. They would be dead and gone if the free market had been allowed to run its course.