Need experts on Fund Company brokerage options

I’m looking for financial advisors, fund industry experts and academics with tips on the pros and cons of switching a mutual fund account to the brokerage option. I’m looking for tips that will help investors decide if this option is right for them. I’ve noticed that Schwab and Vanguard are encouraging this change. How widespread is this? Is it a recent development, or are firms just pushing it harder now? Is there a benefit for the fund company? Commissions and fees? Cost saving? Appeal to customers who want more options? Most important, what’s the benefit for the customer? A wider
variety of investing options? The chance to trade at intra-day prices? Is there a downside for the customer other than the temptation to trade too often? What type of investor is this option best for, and who should stay away? Do you find customers are eager to make this change? Reluctant? What else should I be asking? Requirements: I prefer responses by email containing usable content and quotes, and because I usually get plenty I rarely respond to ones merely offering a source for interview. Please include the source’s contact info, full name, title, firm and location.