Well, they're taking shots at players like Plaid (who use majority direct oAuth integrations) while doing the exact same kind of skirting around companies that don't play nice and share permissioned user data.
Aggregators aren't scraping because they enjoy using headless browsers, the US doesn't let end users own their data and this is the industry workaround. I don't expect new players to change the system so much as I expect them to accurately represents it to those outside of fintech