When you see various rankings of online brokerage firms, most of what you see are rankings related to the satisfaction of the firms’ users. Many rankings seem to focus on the price of trades, and our media seems to pay more attention to the cost side, rather than the ease of use of the interface, additional services provided by the firm, speed of trade execution, or human customer service availability. So it is best to be diligent when choosing an online brokerage firm.