1. It has a massive userbase that most likely doesn't have exposure to the larger financial world
2. They have a large enough user base, where they can route orders through dark pools and HFTs. It's good for the user because contracts have a narrower spread and they can give the user the price they saw when they sold it (vs Schwab, which gives you direct access to the market so you need to set limits)
3kinda. Their App is quite good compared to Schwab.
I'm not sure if either 1 or 2 makes them worth 12 billion, but they did get me free trades on Schwab which was nice.
EDIT. Removed misleading example