> Giving brokers incentives to encourage customers to trade more frequently to maximize the payments
This is also true of brokers who charge commissions. Brokers want their customers to trade. It is a conflict of interest, and always has been, but it's not unique to PFOF. Broker-dealers, unlike an investment advisor, are NOT fiduciaries and are not required to act in their customers best interests.
> Gensler has criticized the "gamification of trading" in which commission-free brokerages encourage excessive trading using lights, noises, notifications and other gimmicks to generate more PFOF.
It's not clear to me what's a gimmick, and what's just a better UI/UX. This seems difficult to police and I'm not convinced retail investors are so dumb that lights and noises make them trade.