They are still one of the cheapest options for insurance and if price and not service is what matters people will continue to get their insurance there
If you look at "best of" lists on major financial websites they usually say that USAA banking is a joke and go elsewhere, but, they almost always rate USAA Insurance as about the best you can get
I have no idea what their metric for ratings are but I am sure price is pretty high on the list
If I could talk my wife into changing all her direct deposits to our new bank I would completely close all my USAA banking but she hates doing stuff like that because it's all federal government and they make everything as hard as they can
I left a token amount in savings there as well as our checking but the rest went to a new bank and USAA didn't even flinch
I don't know what it would take, dollar wise, to get their attention