I'm the least 'get excited about the company vision' person there is and if I was starting a service that competed against banks I'd be very tempted to play that up in marketing, both to prospective clients and employees.

There are an awful lot of people that really loath banks.

Their marketing got my attention, and their rates were so much better than the competition that it outweighed the terrible brand image.

They could have gone straight to the point: "Better international transfer rates than your bank" and I'd have been very happy with it. The service is good!

But would that message be shared on social networks ? Be written to about in papers ? Recieve that much attention ?