Yeah, in the US Charles Schwab provides most of this stuff (they refund all ATM fees so you effectively can use whatever ATM you want, they have an app w/ check depositing, etc) and has for a long time. Don't really get it.
I'm also with Schwab. The only thing I can think of is that they're trying to cash in on the anti-bank sentiment of the Reddit crowd the way Ally has. Their difference is branding, not substance.