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RE: This is the start of the "Race to the Bottom"!
A guarantee on your stored USD, easy fiat transfer for US customers, a platform that is not completely dependent on Tether not imploding, there are many reasons people use Coinbase. It's not perfect, but at least you have less of a chance of getting Bitfinexed.
That doesn't really answer it. Coinbase and GDAX are both owned by Coinbase, so they offer more or less the same guarantees and same security.
GDAX is significantly cheaper in terms of fees and much better in terms of features. The only place where it loses to Coinbase is in user friendliness. Why would anyone with the slightest technical knowledge pay an extra 1.25%-3.75% in fees in order to use Coinbase over GDAX?
There's your answer right there!