The article says that Muslim financing tradition prevents banks from paying interest, and they must instead share their profits. In recent years this has been higher than the meager interest offered by banks' traditional savings accounts, so it is attracting non-Muslims at a growing rate. There is some debate as to whether all of these products technically fit the definition/custom--as some banks are advertising a certain rate of return through profit sharing, making it very similar to interest.
Would it make sense for a retail customer of Big Bank Co. to also be a shareholder thus enabling them to share the profits?