What's the deal with these online brokerages?

In the wake of our financial crisis our nations financial brokerages have increased their presence as some our nations banks collapsed. One company which I am a fan and customer of really I think did a great job. Charles Schwab or Chuck. They have setup these situations where everyday Americans can relate to. The average American has some money in a 401k and some in a IRA or savings account. They really do not know what do do with it, but want to feel special. Schwab does a great ok making you feel like a million bucks even if you don't. Trust me, I don't have a million but they make me feel that way. I never find their commercials to be false or mis-leading.

The flip side is many people who aren't Schwab customers might say this is too idealistic of a situation. I know I would think that. My question is there a point where a commercials can be too real?

See some of their examples here:

Commercial 1

Commercial 2

Commercial 3


Rather the other guys I haven't seen much. Scottrade, Etrade, or Fidelity all tout their low online trades. Yes, they're a couple bucks lower than Schwab. But, who cares about saving a couple bucks if they're investment house/bank is going to fail? I think these few companies need to take a wiff of what Charles Schwab is doing. In today's world as a consumer I want safety and dependability. If it means paying a bit more, then fine.

So is it better to be silent or to paint an ideal image? I don't know and only time will tell.