The first one to add real encryption to their platform could make a lot of money... especially if they are in desperate need of a competitive advantage.
The first one to add real encryption to their platform will have a hard time explaining to their users why their platform is secure and their competitors are not.
The first one to add real encryption will have to figure out how to deal with the angry users who don't understand that if they lose their private key, all their encrypted data is completely gone, forever.
